There is a significant disconnect between what drives loyalty among mobile consumers and what mobile operators believe drives loyalty as well as churn. Research released at MWC this week suggests that consumers in general will focus on a single aspect of their mobile service – such as device, tariff, or coverage – whereas operators tend to believe that a collection of issues drive positives and negatives in churn and loyalty.
The study, carried out by MobileSquared on behalf of Tecnotree, found that 90 per cent of consumers....