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Wireless Provider Satisfaction: Good And Great

Laptop-Happy With streaming movies and television, Internet-connected games, and more devices using the same connection, consumers have an increased need for more Internet speed. And for the most part, the Internet service providers are meeting those expectations, leading to greater satisfaction.

According to J.D. Power and Associates’ 14th annual Internet Service Provider Residential Customer Satisfaction Study, consumers are receiving the Internet speed the expect from their providers 69% of the time. In fact, 17% of the time, consumers feel their ISP’s are exceeding the speed they expect, while only 14% feel it’s falling below expectations.

“There is an increasing demand for speed as we see more video and gaming going on,” Frank Perazzini, director of telecommunications at J.D. Power & Associates tells Marketing Daily. “Generally, the industry appears to be meeting that need. Folks who are on cable modem services are having their needs met or exceeded 87% of the time.”

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Correspondingly, satisfaction levels are higher among consumers (and ISP’s) who feel their speed expectations are being met. Among those who consider their Internet speed better than expected the satisfaction level (755, on a 1,000-point scale) is 129 points higher than the industry average.

“Keeping the network stable is going to be a key and keeping the customer perception of keeping speed high is going to be a key,” Perazzini says. “The burden for maintaining the network speed as customer bases grow is going to fall on network operations and organizations as they reconfigure the network to ensure it doesn’t take a hit during peak.”

Despite the correspondence of speed and satisfaction levels, speed is only the third factor in what causes customers to switch providers. The first: moving, followed by financial incentives and packages, Perazzini says.

The main reason people have switched providers is because they’ve moved, but after that it’s a combination of competitive factors,” Perazzini says. “A lot of folks are tied in with a bundle. If they feel their speed expectations are being met and they’re getting a good deal, it’s going to be very hard to pull them away from what they have to move somewhere.”

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