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Long-Term Contracts in the Cellular Phone Industry

Long-Term Contracts in the Cellular Phone Industry

Donald Barnes, John Kirk Ring
Copyright: © 2008 |Pages: 8
ISBN13: 9781599048857|ISBN10: 159904885X|EISBN13: 9781599048864
DOI: 10.4018/978-1-59904-885-7.ch112
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MLA

Barnes, Donald, and John Kirk Ring. "Long-Term Contracts in the Cellular Phone Industry." Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, IGI Global, 2008, pp. 848-855. https://doi.org/10.4018/978-1-59904-885-7.ch112

APA

Barnes, D. & Ring, J. K. (2008). Long-Term Contracts in the Cellular Phone Industry. In G. Putnik & M. Cruz-Cunha (Eds.), Encyclopedia of Networked and Virtual Organizations (pp. 848-855). IGI Global. https://doi.org/10.4018/978-1-59904-885-7.ch112

Chicago

Barnes, Donald, and John Kirk Ring. "Long-Term Contracts in the Cellular Phone Industry." In Encyclopedia of Networked and Virtual Organizations, edited by Goran D. Putnik and Maria Manuela Cruz-Cunha, 848-855. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-885-7.ch112

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Abstract

A service company’s major goal often tries to identify profitable customers and to retain those customers through long-term relationships (e.g., Reinartz & Kumar, 2003). Retention has been shown as a sound strategy for long-term success (e.g., Reichheld & Sasser, 1990). Frequently, companies employ a market orientation strategy to reach their retention goals. Market orientation occurs when organizations base their procedures and structures around the customer (Narver & Slater, 1990), with the intention of garnering customer loyalty through superior customer satisfaction. The importance of the customer and the delivery of quality service has been illustrated in many literature sources, (e.g., Zeithaml, Berry, & Parasuraman, 1996) yet many companies continue to use policies that exploit the customer or service quality in favor of bottom line profits. Long-term contracts may be such a policy.

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