The telecommunications industry is highly competitive, as operators engage in fierce attacks, especially in bundled services, to acquire new customers originating high churn rate. The objective of this paper is to gain a comprehensive understanding of the factors influencing the switching of operators for bundled services among telecom operators. The paper includes a quantitative study with 3,004 customers utilizing bundled services from a Portuguese telecom operator. Employing covariance-based structural equation modeling and logit regression, the research shows that internet service, television service, and the service provided by the contact center exert the greatest impact on loyalty to the operator. In contrast, landline service has an insignificant effect, while loyalty has a negative influence on customer churn. This study offers telecommunications managers insights for identifying the main factors to retain customers and curbing customer defection. Additionally, it provides a framework for assessing customer experience within bundled telecom services, which is useful for researchers, managers and marketing practitioners alike.

中文翻译：

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捆绑电信服务中的客户体验、忠诚度和流失率

电信行业竞争激烈，运营商为了获取新客户而进行激烈的攻击，特别是在捆绑业务方面，客户流失率较高。本文的目的是全面了解电信运营商之间捆绑业务切换的影响因素。该论文对 3,004 名使用葡萄牙电信运营商捆绑服务的客户进行了定量研究。采用基于协方差的结构方程建模和逻辑回归，研究表明互联网服务、电视服务和联络中心提供的服务对运营商忠诚度影响最大。相比之下，固定电话服务的影响微不足道，而忠诚度对客户流失有负面影响。这项研究为电信管理者提供了确定留住客户和遏制客户流失的主要因素的见解。此外，它还提供了一个评估捆绑电信服务中的客户体验的框架，这对研究人员、管理人员和营销从业者等都很有用。