STOCKHOLM, SWEDEN – Reliable network performance has the greatest impact on smartphone consumer loyalty, yet many users are dissatisfied with their network service, according to an Ericsson ConsumerLab report released earlier this month.
The report, which examines the main drivers of customer loyalty to operators, said that insufficient coverage and perceptibly long waiting times when browsing or using apps are two of the main causes for dissatisfaction.
Approximately 20 percent of heavy users reported they always experience problems that they attribute to the speed of the mobile network; and almost two-thirds of heavy users reported low satisfaction levels due to slow speeds for data-heavy services such as video streaming.
Rounding out the top four factors driving customer loyalty were value for money, ongoing communication with a provider, and the offering of phone plans.
The report also outlines the monetary value that mobile operators can gain by improving network performance, noting that highly satisfied customers generate much greater revenue over the long term because they are less inclined to switch operators.
In order to increase customer loyalty, operators need to ensure that content loads quickly at a speed considered reasonable within their particular market, and communicate frequently with customers.
The report used data from an online study across 12 countries, surveying 1,000 smartphone users per country. The countries included were the U.S., Mexico, Brazil, Chile, UK, Sweden, Russia, Turkey, South Korea, China, Japan, and Indonesia. Overall, the study is representative of more than 350 million smartphone users.
Click here to view the Ericsson ConsumerLab report.
