Abstract

SILVA, Pedro; MOREIRA, António  and  MOUTINHO, Victor. Differences among brands in multiple-play services in Portugal. Rev. Portuguesa e Brasileira de Gestão [online]. 2014, vol.13, n.4, pp.02-18. ISSN 1645-4464.

Competition in the Portuguese telecommunications market has been fierce. Multiple-play services have been gaining the preference of Portuguese customers and have been steadily increasing. Faced with increasing competition, one would expect that the performance of their brands would be very balanced. The aim of this article is to analyze the differences among the three main brands in the Portuguese multiple-play market. As such, a literature review and the clients’ perception measures were carried out regarding the following five marketing dimensions: brand satisfaction, service quality, communication, brand loyalty and brand experiences. 745 responses from multiple-play customers were obtained through a questionnaire and the data were analyzed using descriptive statistics, confirmatory factor analysis (CFA) and analysis of variance (ANOVA). The results indicate: a clear difference of one brand vis-à-vis the other two; the brand with better results on satisfaction, service quality and communication is not the one with the highest customer loyalty scores; brand experiences may help explain brand loyalty.

Keywords : Communications; Brand Experiences; Loyalty; Satisfaction; Service Quality; Multiple-Play.

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