H διαφήμιση στον κλάδο της κινητής τηλεφωνίας : η περίπτωση των εταιρειών Cosmote και Vodafone

Χατζής, Νικόλαος

Advertising in the mobile telephony : the case of Cosmote and Vodafone

Master Thesis

Author

Χατζής, Νικόλαος

Date

2015-09

Abstract

In nowadays, where there is a rapid development in the field of telecommunications, mobile users require service quality and support. Fierce competition with the entry of new mobile operators and transition of services from simple voice communication to data exchange led providers to turn their interest in upgrading and improving their products and services and new practices of attracting customers and maintain the existing ones. Moreover, the financial crisis is creating more and more problems of sustainability in most mobile phone companies which seek to maintain with advertisement their users and find ways to get users from other providers. This study examines the effects of advertisement in users of Cosmote and Vodafone. It is based on primary research (questionnaires’ analysis), as well as secondary analysis (literature review). The research is quantitative and it was conducted by using a questionnaire which was addressed to a random sample, as it is based on the principles of positivism. Data analysis was performed using descriptive statistics. The analysis led to the conclusion that advertisement affect positively the users of Cosmote and Vodafone and their satisfaction had a mild or moderate influence on the dedication of the respondents. Moreover, there is a positive effect of the quality of service on the customer loyalty.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/9247

Collections

Τμήμα Οικονομικής Επιστήμης

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