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Essay / Research Paper Abstract
This 6 page paper is a PowerPoint presentation of 4 slides and accompanying speaker notes assessing the measures that may be used by a telecoms company to increase customer retention with a product focus. The slides took at measures that may be used, such as assessing competitiveness of the pricing structure, dimensions by which the measures may be used, such as by region or by product type and ways in which the analysis may take place.
Page Count:
6 pages (~225 words per page)
File: TS14_TEcomcastpp.doc
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Unformatted sample text from the term paper:
1 A number is different measures may be used in order to help increased the customer retention. If it is assumed that
customers are more likely to move where there are benefits found in moving to a competitors service. The first measure will be to assess the level of price competitiveness of
the different products and packages. The different offerings can be assessed by looking at the price the company charges and comparing it to the price charged by competitors, in order
to facilitate measurement this may be divided into bands, for example; assessing prices that are lower, those which are equipment and competitive, those which up to 10% expensive, and those
which are priced at more than 10% and the competitors price, polices may be divided into proportion of products in each price band. Other measurements may include measuring the overall
capabilities of the wireless TV service, examining the number of different services offered, which in turn may be subdivided into the different service categories, such as temper and television. As
the organization runs promotions for a mail in rebate for movies with the aim of increasing sales, assessing the effectiveness of this strategy may also be considered, looking at number
of times this promotion runs, and the response rate. The last measure may be looking at the number of customers which have more than one service, these may be regular
services or the use of one off services, customers who are happy are more likely to use more services, and the more services a customer uses a greater the switching
costs, so they are more likely to stay. However, a very general measure in order to give meaning it is necessary to be relationship to some meaningful dimensions. Slide 2
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