Assessmment of the consumer loyalty level of Kazakhstan cellular communication

In the context of tough competition and the global economic crisis, the priority task of enterprises providing telecom services is to form a loyalty level for subscribers in order to increase the competitiveness of the company and the sustainability of its development through the identification of potential. In addition, the degree of customer loyalty to the company directly depends on its revenues, and they in turn form the development of the company in the future. A survey was conducted in Almaty on the method of sampling - «snowball», the general sample included 160 respondents. It is revealed that of all the cellular communication services in Almaty, the quality of mobile communication is the priority, then the cost of services and the attractiveness of tariffs, the less important are the indicators for the service area, the continuity of communication, the audibility and the service. Respondents noted that the transition from one company to another is due to dissatisfaction with the quality of mobile communications and the overcharge of services or a package of services. Based on the survey, recommendations were made to improve the effectiveness of intra-company management, where it is possible to achieve a high level of loyalty among subscribers due to the formation of the best customer experience in the company.

лояльность, абоненты, тарифы, стоимость, мобильный оператор, оценка, показатель лояльности, адалдық, абоненттер, тарифтер, құны, мобильді оператор, бағалау, адалдық көрсеткіші, loyalty, subscribers, tariffs, cost, mobile operator, assessment, loyalty indicator

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