Subscriber Loyalty Measurement and Management Throughout Latin America

Cary J. Nadel 
Burke I.C.E. Research/Burke CSA, 
United States
and
Sandro O. Mesquita 
Galaxy Latin America, 
United States.

INTRODUCTION

Founded in 1995, Galaxy Latin America (GLA) became the regional pioneer in directtohome (DTH) satellite television services. The technology represents the most advanced system for home entertainment available today. The success of DIRECTV in Latin America is greatly attributed to the knowledge, insight, and experience in the entertainment and technology industry of its partners.

The Hughes Electronics Corporation, from the United States, is today one of the leading companies in the development, design, manufacturing, and marketing of advanced technological and electronic systems. The Cisneros Group of companies, based in Caracas, Venezuela, is one of the largest entertainment and telecommunication companies in the region with several ventures throughout the continent. Televisao Abril is a leading multimedia conglomerate based in Brasil. Multivision is the largest paytelevision operator in Mxico. Furthermore, Galaxy Latin America counts on the expertise of sixteen other local operating partners.