AccessMyLibrary provides FREE access to over 30 million articles from top publications available through your library.
Create a link to this page
Copy and paste this link tag into your Web page or blog:
Last fall, when it became clear that cell-phone customers would finally be able to keep their phone numbers if they switched carriers, the major cell-phone companies began an advertising blitz to woo new customers and keep old ones. Estimated to cost $1.5 billion, the campaigns stressed trust, reliability, dependability, and quality. For example, AT&T Wireless proclaimed itself "the wireless service America trusts." Verizon says it has "the most reliable wireless network in America."
Such claims mask chronic dissatisfaction with wireless service. "Churn," the industry term for the number of customers who change carriers, remains high. On average, nearly 37 ...