20 March 2007
Almost three quarters (73.2%) of Britons cite the gaining of a better a tariff as one of the most compelling reasons for changing a mobile phone carrier, new research shows.
A survey of over 1,000 adults, conducted by Retail Eyes in January 2007, also indicates that while customers target tariffs, customer service levels provided by their mobile phone carrier are also an important factor for mobile phone users.
Almost one in ten respondents said they changed mobile phone carrier due to being dissatisfied at the standard of customer service provided.
A small number of the respondents also identified that they changed network to be on a similar one to their friends or family or due to poor network coverage.
Tim Ogle, group marketing director at Retail Eyes, identified that while tariffs were the greatest influence on consumer choice, "customer service is a big enough influencer that providers and retailers need to take notice".
"The fact that nearly 10% of customers switch providers due to poor service and 27.9% would not return to a phone retailer if the sales staff were too pushy means service has a huge impact on their bottom line," he added.
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© 2008 Adfero Ltd
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