Consumer Wireless: Drivers of Loyalty and Customer Satisfaction

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Report Abstract, Table of Contents, List of Tables, List of Figures

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Consumer Wireless: Drivers of Loyalty and Customer Satisfaction

Service: Mobile Consumer Markets
Report Number: IN0401647MCM
Publication Date: September 2004
Number of Pages: 56
Report Price: $2,495 U.S. Dollars
Analyst: Clint Wheelock

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Abstract
In a time of intense competition and industry consolidation, consumers’ perceptions of their wireless carriers are critical factors in the battle for market share. When it comes to consumer satisfaction levels, market positions among the top six national wireless carriers are remarkably fluid. In-Stat/MDR’s mobile consumer research illustrates that, while the industry’s service levels remain strong in several key areas, there are a number of opportunities for improvement in Quality of Service and Customer Service, as subscribers grow increasingly willing to switch carriers in the pursuit of better service.

This report, based on In-Stat/MDR’s Consumer Mobility Study, contains the following analysis on the state of the US wireless market:

- Wireless customer satisfaction among US wireless consumers as a whole, as well as satisfaction ratings for each of the top six national wireless carriers: AT&T Wireless, Cingular, Nextel, Sprint PCS, T-Mobile, and Verizon Wireless.

- Wireless consumers’ likelihood to switch carriers, including trending information from 2003 and 2004.

- Quality of Service ratings (signal reception, voice quality, dropped calls, etc.), including each carrier’s strengths and weaknesses as perceived by their own subscribers.

- Customer Service ratings (billing issues, customer service reps, tech support, etc.), again including each carrier’s strengths and weaknesses as rated by wireless consumers.

Table of Contents

Executive Summary
Methodology
- Consumer Mobility Study Methodology
- Consumer Mobility Study Questions
Introduction: Study Objectives
Overall Wireless Carrier Satisfaction
- Average Satisfaction Ratings by Carrier
- Average Satisfaction Ratings Trend
- Top Two Box Customer Satisfaction
- Top Two Box Satisfaction Trend
Churn and Customer Tenure
- Wireless Consumer Likelihood to Churn
- Wireless Consumer Likelihood to Churn - 2003 and 2004 Trend
- Wireless Consumer Tenure with Current Carrier
- Wireless Consumer Tenure with Current Carrier - Trend
Topline: Quality of Service and Customer Service Ratings
- Consumer Ratings for Wireless Carriers' Quality of Service
- Average Quality of Service Ratings by Carrier
- Quality of Service Ratings Trend
- Consumer Ratings for Wireless Carriers' Customer Service
- Average Customer Service Ratings by Carrier
- Customer Service Ratings Trend
Quality of Service: Wireless Carrier Perceived Strengths
- Quality of Service: AT&T Wireless Perceived Strengths
- Quality of Service: Cingular Perceived Strengths
- Quality of Service: Nextel Perceived Strengths
- Quality of Service: Sprint Perceived Strengths
- Quality of Service: T-Mobile Perceived Strengths
- Quality of Service: Verizon Perceived Strengths
- Wireless Carrier Rankings: Quality of Service Perceived Strengths
Quality of Service: Wireless Carrier Perceived Weaknesses
- Quality of Service: AT&T Wireless Perceived Weaknesses
- Quality of Service: Cingular Perceived Weaknesses
- Quality of Service: Nextel Perceived Weaknesses
- Quality of Service: Sprint Perceived Weaknesses
- Quality of Service: T-Mobile Perceived Weaknesses
- Quality of Service: Verizon Perceived Weaknesses
- Wireless Carrier Rankings: Quality of Service Perceived Weaknesses
Customer Service: Wireless Carrier Perceived Strengths
- Customer Service: AT&T Wireless Perceived Strengths
- Customer Service: Cingular Perceived Strengths
- Customer Service: Nextel Perceived Strengths
- Customer Service: Sprint Perceived Strengths
- Customer Service: T-Mobile Perceived Strengths
- Customer Service: Verizon Perceived Strengths
- Wireless Carrier Rankings: Customer Service Perceived Strengths
Quality of Service: Wireless Carrier Perceived Weaknesses
- Customer Service: AT&T Wireless Perceived Weaknesses
- Customer Service: Cingular Perceived Weaknesses
- Customer Service: Nextel Perceived Weaknesses
- Customer Service: Sprint Perceived Weaknesses
- Customer Service: T-Mobile Perceived Weaknesses
- Customer Service: Verizon Perceived Weaknesses
- Wireless Carrier Rankings: Customer Service Perceived Weaknesses
Summary and Conclusions
Additional Reading

List of Tables

Table 1. Average Consumer Satisfaction Ratings
Table 2. Quality of Service Ratings
Table 3. Customer Service Ratings
Table 4. Average Satisfaction Ratings Trend
Table 5. Top Two Box Satisfaction Trend
Table 6. Wireless Consumer Likelihood to Churn - 2003 and 2004 Trend
Table 7. Average Months Tenure with Current Wireless Carrier - Trend
Table 8. Quality of Service Ratings Trend
Table 9. Customer Service Ratings Trend
Table 10. Wireless Carrier Rankings: Quality of Service Perceived Strengths
Table 11. Wireless Carrier Rankings: Quality of Service Perceived Weaknesses
Table 12. Wireless Carrier Rankings: Customer Service Perceived Strengths
Table 13. Wireless Carrier Rankings: Customer Service Perceived Weaknesses

List of Figures

Figure 1. Average Satisfaction Ratings by Carrier
Figure 2. Top Two Box Satisfaction with Current Wireless Provider
Figure 3. Wireless Consumer Likelihood to Churn
Figure 4. Average Months Tenure with Current Wireless Carrier
Figure 5. Consumer Ratings for Wireless Carriers' Quality of Service
Figure 6. Average Quality of Service Ratings by Carrier
Figure 7. Consumer Ratings for Wireless Carriers' Customer Service
Figure 8. Average Customer Service Ratings by Carrier
Figure 9. Quality of Service: Wireless Carrier Perceived Strengths
Figure 10. Quality of Service: AT&T Wireless Perceived Strengths
Figure 11. Quality of Service: Cingular Perceived Strengths
Figure 12. Quality of Service: Nextel Perceived Strengths
Figure 13. Quality of Service: Sprint Perceived Strengths
Figure 14. Quality of Service: T-Mobile Perceived Strengths
Figure 15. Quality of Service: Verizon Perceived Strengths
Figure 16. Quality of Service: Wireless Carrier Perceived Weaknesses
Figure 17. Quality of Service: AT&T Wireless Perceived Weaknesses
Figure 18. Quality of Service: Cingular Perceived Weaknesses
Figure 19. Quality of Service: Nextel Perceived Weaknesses
Figure 20. Quality of Service: Sprint Perceived Weaknesses
Figure 21. Quality of Service: T-Mobile Perceived Weaknesses
Figure 22. Quality of Service: Verizon Perceived Weaknesses
Figure 23. Customer Service: Wireless Carrier Perceived Strengths
Figure 24. Customer Service: AT&T Wireless Perceived Strengths
Figure 25. Customer Service: Cingular Perceived Strengths
Figure 26. Customer Service: Nextel Perceived Strengths
Figure 27. Customer Service: Sprint Perceived Strengths
Figure 28. Customer Service: T-Mobile Perceived Strengths
Figure 29. Customer Service: Verizon Perceived Strengths
Figure 30. Customer Service: Wireless Carrier Perceived Weaknesses
Figure 31. Customer Service: AT&T Wireless Perceived Weaknesses
Figure 32. Customer Service: Cingular Perceived Weaknesses
Figure 33. Customer Service: Nextel Perceived Weaknesses
Figure 34. Customer Service: Sprint Perceived Weaknesses
Figure 35. Customer Service: T-Mobile Perceived Weaknesses
Figure 36. Customer Service: Verizon Perceived Weaknesses

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