دانلود رایگان مقاله لاتین خدمات تلفن همراه اینترنت از سایت الزویر
عنوان فارسی مقاله:
رضایت مشتریان کسب و کار از خدمات تلفن همراه و اینترنت در اسپانیا
عنوان انگلیسی مقاله:
Satisfaction of business customers with mobile phone and internet services in Spain
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Empirical models for business customer satisfaction
This section examines the determinants of satisfaction for mobile and fixed internet services (overall satisfaction, satisfaction with prices, and satisfaction with customer service). Compared to residential customers, business customers are highly heterogeneous in their demands. For example, large multisite firms may request tailor-made offers including specialized connections, further quality guarantees, or complementary goods such as information technology services and support. In addition, they differ from residential customers in that some of them have a one-to-one relationship with providers and have greater bargaining power. For instance, according to the descriptive results published by CMT (2011),whereas only around 40% of micro-enterprises contact more than two operators when they search for services, over 60% of larger enterprises do. Similarly, only about 50% of micro-enterprises negotiate better offers with their telecom providers, but over 85% of large companies do. For these reasons, micro-enterprises (o10 employees), SMEs (from 10 to 199 employees), and large enterprises (200 or more employees) were analyzed separately6 to determine whether the drivers of satisfaction differ in function of the size of the business client, given their differences in access to suppliers and distribution channels (operators serving microenterprises focus mainly on the mass market, whereas specialized operators serve more complex needs). Therefore, for each firm size, a linear relationship between each satisfaction variable and its possible determinants was estimated by ordinary least squares (OLS). The satisfaction variables ranged from 1 to 5 and were treated as continuous because OLS coefficients are directly interpretable and allow the results to be compared with those of other recent studies (Gijón et al., 2013). However, since the satisfaction variables are ordinal, the OLS analysis was complemented by fitting ordered logit and ordered probit regressions. The results of these analyses corroborate those presented here and are available upon request.
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کلمات کلیدی:
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