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.
[...] Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania 9 All Orange customers are automatically registered in the Orange Thank You program, which offers them a combination of personalized benefits depending on the monthly invoice, on the subscription type and on the duration of their stay in the network, through Thank You points and national gift-minutes. Each invoice brings the customer Thank You points, that can be used after one year in the network for partial or complete subscription fee payment, Orange options payment or for buying handsets at special prices, PrePay products, GSM accessories or promotional materials. [...]
[...] Acquiring New Customers Keeping Existing Customers Improving The Bottom Line Table 2 Importance of Loyalty Programs Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania Vodafone for You Vodafone Romania is a subsidiary of Vodafone Group Plc., and it had 8.579 million customers, as of September Vodafone is the world's leading international mobile communications group with equity interests in 25 countries across five continents and 241 million proportionate customers at the end of September 2007, as well as 39 partner networks. [...]
[...] 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. Every consumer demands the highest quality goods or services at the best prices, conveniently delivered to them through whatever means and at any time they choose. Thus, businesses do everything they can to satisfy these requirements. Nowadays, customers have more alternatives, are better informed and are more demanding with respect to value and return for their money. [...]
[...] will become facts in the Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania 19 REFFERENCES Babbie, E. R., Survey Research Methods, Belmont, CA: Wadsworth Bradburn, N. M. and S. 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. [...]
[...] The first thing that can be observed from the figure is that Vodafone has more users that have Comparative Analysis of Loyalty Programs at Orange and Vodafone Romania 13 been in the network since they got their first phone, loyal clients that are satisfied enough that they do not feel the need to try other mobile services providers. Orange has fewer customers from this category, but compensates when it comes to people that have changed between one and three networks. [...]
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