Vodafone case study

: loyalty and satisfaction in Vodafone : the quadruple play case

Abstract

The focus of this thesis is to study in detail customer loyalty and satisfaction within Vodafone, more precisely regarding Vodafone’s quadruple play strategy, with focus on the new Vodafone tariff plan – Vodafone Red (including TV, internet and fixed voice). Vodafone is a British telecommunications company founded in 1982, with a significant presence in Europe, Middle East, Africa, Asia-Pacific and United States. In Portugal, the Group is inserted in what can be considered as one of the most aggressive markets of the country. It is a reference in the National telecommunications field and a leader in brand image, customer satisfaction and innovation. A world of ever changing technologies and of growing competition dictates deep changes in the telecommunications sector, particularly with the emergence of new capabilities and innovative services by telecom operators, as the case of 2Play, 3Play, 4play bundles. As a response to the new challenges, Vodafone, originally known as a mobile telecommunication operator is ultimately moving into adjacent areas to mobile such as television and Internet. The tariff plan Red came mainly as a response to the quadruple play trend and will be the focus of analysis of this study. The methodology of this case study entailed the collection of primary data (mainly from company reports, ANACOM reports, information from websites) and secondary data collection (in-depth interview and survey). The dissertation is divided into five main parts: the Literature Review (that is the theoretical support for the whole case study including an overview of the telecommunication industry and fundamental concepts for customer management) ;the Case study (that focuses on explaining what is happening in Vodafone, based on the information provided by the in-depth interview with Maria João Silva and information available online, mainly from ANACOM) ; the Market Research (performed in the Portuguese context, which contains the analysis on the questionnaire), the Conclusions( that include the answer to the key research questions, recommendations, suggestions for future research and an epilogue) and, at last the Teaching Notes.

Date of Award	10 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)