Acta Univ. Agric. Silvic. Mendelianae Brun. 2014, 62, 1363-1371
Published online 2015-01-17

Satisfaction as a Determinant of Customer Loyalty Towards Mobile Communication

Boban Melovic1, Slavica Mitrovic2, Tamara Markovic3, Ana Nesic2, Ida Vajčnerová4

1Faculty of Economics, University of Montenegro, Podgorica, Montenegro, Jovana Tomasevica 37, 81000 Podgorica, Montenegro
2Department of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, Serbia, Trg Dositeja Obradovica 6, 21000 Novi Sad, Serbia
3Financial Controller, Ministry of Finance of Montenegro, Podgorica, Montenegro
4Department of Management, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Modern business, characterized by growing user expectations and intense competitive relationships requires companies to survey customer satisfaction in a continuous manner. Customer satisfaction increases loyalty, fosters repurchase intention, enhances positive reaction and reduces the number of complaints. Customer satisfaction survey on regular basis is one of the prerequisites for creating adequate offer that meets customers’ expectations and ensures their long-term loyalty. Namely, loyalty as a long-term preference for the company’s products and services assumes customer who is willing and able to maintain interact with the brand offered by the company. Essentially, brand loyalty implies that the customer, based on the information and his beliefs, prefers the brand that is superior to the others. The main objective of this paper is to examine the level of customer satisfaction with specific aspects of services provided by mobile operators in the Montenegrin mobile communications market. Customer satisfaction with specific aspects of services available in the mobile communications market in Montenegro has been surveyed in 2013. This survey covered 788 respondents, and their levels of satisfaction have been examined using the survey method along with the statistical analysis of a number of variables. The first part of questionnaire consisted of questions aimed at collecting data on demographic characteristics of respondents, i.e. users of services of mobile operators, while the second part consisted of questions related to the basic research subject, i.e. the levels of customer satisfaction with the mobile communications services provided by mobile operators in Montenegro.
The presented research method and recommendations provided in relation to the process of surveying customer satisfaction in terms of methodology may be important also for mobile operators operating beyond the Montenegrin market, enabling them to raise the quality of their customer satisfaction surveys and to improve thereby their own business.


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