Modelagem de equações estruturais na análise de dados de serviços em comunicações móveis

• Ano de defesa: 2013
• Autor(a) principal: Fernandes Neto, André Pedro
• Orientador(a): Costa, José Alfredo Ferreira
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Rio Grande do Norte
• Programa de Pós-Graduação: Programa de Pós-Graduação em Engenharia Elétrica
• Departamento: Automação e Sistemas; Engenharia de Computação; Telecomunicações
• País: BR
• Palavras-chave em Português: Comunicações móveis. Satisfação do consumidor. Lealdade. Modelagem de equações estruturais. Processamento inteligente de informações
• Palavras-chave em Inglês: Mobile communications. Customer satisfaction. Loyalty. Structural equation modeling. Intelligent information processing
• Área do conhecimento CNPq: CNPQ::ENGENHARIAS::ENGENHARIA ELETRICA
• Link de acesso: https://repositorio.ufrn.br/jspui/handle/123456789/15232

In recent decades, changes have been occurring in the telecommunications industry, allied to competition driven by the policies of privatization and concessions, have fomented the world market irrefutably causing the emergence of a new reality. The reflections in Brazil have become evident due to the appearance of significant growth rates, getting in 2012 to provide a net operating income of 128 billion dollars, placing the country among the five major powers in the world in mobile communications. In this context, an issue of increasing importance to the financial health of companies is their ability to retain their customers, as well as turn them into loyal customers. The appearance of infidelity from customer operators has been generating monthly rates shutdowns about two to four percent per month accounting for business management one of its biggest challenges, since capturing a new customer has meant an expenditure greater than five times to retention. For this purpose, models have been developed by means of structural equation modeling to identify the relationships between the various determinants of customer loyalty in the context of services. The original contribution of this thesis is to develop a model for loyalty from the identification of relationships between determinants of satisfaction (latent variables) and the inclusion of attributes that determine the perceptions of service quality for the mobile communications industry, such as quality, satisfaction, value, trust, expectation and loyalty. It is a qualitative research which will be conducted with customers of operators through simple random sampling technique, using structured questionnaires. As a result, the proposed model and statistical evaluations should enable operators to conclude that customer loyalty is directly influenced by technical and operational quality of the services offered, as well as provide a satisfaction index for the mobile communication segment