Comparative analysis of loyalty programs at Orange and Vodaphone Romania

Résumé du document

Our study is a comparative analysis of the loyalty programs promoted by two of the largest Romanian mobile network companies, Vodafone and Orange. After briefing on the subject of loyalty programs and their functions in the case of a company, we have presented the generalities of the loyalty programs promoted by Vodafone and Orange. The study we made has been realised on a sample of 851 respondents on the basis of a 31 question survey. It is aimed to extract the client's answers on issues such as degree of satisfaction on the services received, the level of success in the promotion of the program and other additional matters. The conclusions have been drawn after statistically computing and interpreting all the answers we have received from the heterogeneous samples questioned. We can conclude that, in the concern level of service satisfaction, Orange ranks first being a better provider than Vodafone, and also having a more transparent promotion strategy, managing to create the awareness of the loyalty program among its clients. On the other hand, Vodafone registers a better offer on what concerns the loyalty points and the purchase of new handsets. These are just a fraction of the results that have been drawn after the processing of the study.

Extraits

[...] The aim of this study is to outline the differences perceived by customers in what regards the loyalty programs of the two most important mobile services providers from Romania, Vodafone and Orange. We also intend to measure the efficiency of the promotion of the loyalty programs and to analyze the results in order to obtain some guidelines for each company to follow in order to improve the score received at each part of the loyalty program that was addressed in the research. [...]

[...] Sudman, Polls and Surveys: Understanding What They Tell Us, San Francisco, Jossey-Bass Converse, J. M. & S. Presser, Survey Questions: Handcrafting the Standardized Questionnaire, Beverley Hills, Sage Fink, A., The Survey Research Handbook - How to Conduct Surveys: A Step-by-Step Guide, Beverley Hills: Sage Salant, P. & Dillman, D. A., How to Conduct Your Own Survey, New York: Wiley Weisberg, H. F. [...]

[...] Pe o scară de la 1 la 7 (1=foarte mul umit; 2=mul umit; 3=mai degrabă mul umit; 4=aşa şi aşa; 5=mai degrabă nemul umit; 6=nemul umit; 7=foarte nemul umit; 9=nu ştiu) cât de mul umit sunte i cu serviciile de telefonie mobilă? 22 Cât de mul umit sunte i de serviciile de telefonie mobilă? 14 raportul calitate-pre la serviciile de telefonie mobilă? 15 ofertele companiilor de telefonie mobilă? 16 de programul de fidelitate al companiei de telefonie mobilă? de recompensarea fidelită ii cu minute cadou? [...]

[...] Ce furnizor de telefonie mobilă ave Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania 23 Orange Altele, care? Vodafone Cosmote Zapp 26. Ce valoare are factura D-voastră lunară ? Peste Ce ocupa ie ave În ce domeniu lucra Ce salariu net ave 3200 Lei 1600-2200 Lei 31. [...]

[...] The team has performed a laborious work by involving commitment and motivation for understanding the usefulness and practices of loyalty programs in the case of two dominating companies in the market. We hope the study answers to some exiting questions on the matter of loyalty programs and especially in the case of Vodafone and Orange. Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania LOYALTY PROGRAMS AT MOBILE PHONE COMPANIES Importance of loyalty programs In today's business environment, companies are quickly learning that being the best is no longer enough. [...]