PORTABILIDADE NUMÉRICA COMO BARREIRA DE SAÍDA IMAGINÁRIA: O COMPORTAMENTO DO CONSUMIDOR CARIOCA DE TELEFONIA CELULAR

• Ano de defesa: 2012
• Autor(a) principal: Souza, Vinicius da Silva
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Portabilidade; Qualidade dos Serviços; Telecomunicações; Marketing deServiço; Portability; Quality Services; Telecommunications; Marketing Service; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/19995

The maintenance of the telephone number the customer is considered by the phone companies a retaining barrier, since the client wants to keep this contact point permanently in your social network. In order to increase competition among companies, reduce the cost of service and improve the quality of their offering to the National Telecommunications Agency (ANATEL) has introduced number portability in Brazil. This engine technology provides the customer complete freedom to change phone operator while keeping their phone number. The regulator thought that with the freedom to change service provider bringing the number itself, more customers would switch carrier in search of better prices and quality. This expectation, both the regulator and specialist telecommunications companies were frustrated because the average monthly amount of ported numbers represented only 19.26% of the initial expectation. Through a non-probability survey conducted in November 2011 with 391 respondents in high-flux points of the city of Rio de Janeiro, sought to understand the reasons why users of mobile services in the metropolitan region of Rio de not joined in January, significantly, the portability. Sought to understand what factors explain the persistence of the carrier customers and what the relationship between fidelity and perceived quality of service. The results were analyzed according to the literature of services marketing. There were no significant differences in customer behavior of pre-and post-paid. Most respondents knew of the possibility of change operator and "take" the number. The analysis was also performed considering two groups of customers: those who changed and those who remain with the same carrier since they began using the service. In the latter group, the central reason for staying true is the fact that being in the same operator's network contact. Have those who changed did so primarily in search of lower prices. Both groups evaluate the quality of the services are reasonable and do not see significant differences between the companies. Approximately 75% of users of cellular services in Rio de Janeiro have prepaid plans. For this group, change operator in search of a better offer price was the loss as a side effect of the number. So, possibly this portion of users have developed strategies to inform their network of contacts about the change of number. That is, for this group to change the number seems never to have been an effective barrier to exit.