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Consumer Reaction to Mobile Phone Promo

A new Harris Interactive survey shows that two-thirds (66 percent) of U.S. adult mobile phone users comparison shop for wireless service providers, with more than two in five (43 percent) beginning to do so two months before their current service contract expires.

While providers are having some success with promotional offers (29 percent of mobile phone users who receive promotional offers have responded to at least one offer over the past two years), these offers do not stop most consumers from comparison shopping and also have little impact on customer satisfaction.

If providers hope their promotional offers will cut down on the number of subscribers who comparison shop and increase customer satisfaction, they are in for a let down. Most (98 percent) mobile phone users who receive promotional offers and comparison shop say these offers do not stop them from comparison shopping. Furthermore, 85 percent of those who receive promotional offers say these correspondences do not leave them feeling any less nor any more satisfied with their wireless service provider, and 84 percent say they do not leave them feeling any less nor any more valued.

In fact, these offers have the opposite effect on some as nine percent of those who receive offers say they make them feel less satisfied and eight percent say they make them feel less valued.

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