Beyond customer satisfaction. Building customer loyalty in the residential telecommunications market - a case study

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand.

Beyond Customer Satisfaction. Building Customer Loyalty in the Residential Telecommunications Market - A Case Study

Kate WaterhouseTelecom New Zealand, New Zealand and Malcolm LawFocus Research, New Zealand

THE ENVIRONMENT

Telecom New Zealand was privatised in 1987 as part of the break up of the former state run Post Office, which provided banking, telephone and postal services). The company is relatively unique in that it currently provides both fixed line and mobile services - and is currently trialing cable TV - to the now fully deregulated New Zealand telecommunications market. Telecom is listed on the US stock...

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