申訴是否具有影響力？ 智利行動通訊產業及市場中，民眾申訴與市場佔有率（2018–2022年）之關係

Abstract

這項個案研究探討，2018 年至 2022 年間，智利行動電信產業中，公開揭露的消費者申訴處理表現是否與市場佔有率結果之間存在關聯。分析聚焦於四家主要業者：Entel、Movistar、Claro 與 WOM，評估在正式申訴上展現較高回應度的公司，是否也呈現出較穩定或成長的市場佔有率。 本研究採用來自智利「國家消費者服務局」（SERNAC）與「電信次部」（SUBTEL）的資料，比較兩項關鍵指標：反映處理成效的「申訴接受率」，以及每一萬名用戶的「標準化申訴率」。這些指標與每年行動電話及行動上網服務的市場佔有率進行比對分析。 本研究的分析基礎為「服務補救理論」（Service Recovery Theory）與「滿意度–忠誠度–市場佔有率鏈結」（Satisfaction–Loyalty–Share Chain）架構。研究方法採用斯皮爾曼等級相關分析（Spearman’s rank-order correlation）評估申訴指標與市場佔有率之間的單調關係，並透過置換檢定（permutation test）驗證結果的穩健性。 研究結果顯示，整體而言，申訴處理表現與市場佔有率之間並無一致的相關性。然而，申訴發生率與市場佔有率之間呈現統計上顯著的正相關，顯示可能存在其他未納入的影響變項。雖然本研究無法建立因果關係，亦未能涵蓋所有影響消費者行為的因素，但仍提供了關於公共申訴回應表現與市場動態間潛在對應關係的有價值見解，對於競爭且受監管的市場具有參考意義

This case study investigates whether a relationship exists between publicly reported consumer complaint performance and market share outcomes in Chile’s mobile telecommunications sector from 2018 to 2022. The analysis focuses on four major providers: Entel, Movistar, Claro, and WOM. It examines whether companies demonstrating greater responsiveness to formal consumer complaints also experience more stable or increasing market shares. The study uses data from Chile’s Servicio Nacional del Consumidor (SERNAC) and the Subsecretaría de Telecomunicaciones (SUBTEL) to compare two key indicators: the percentage of accepted complaints, reflecting resolution effectiveness, and the complaint rate normalized per 10,000 users. These indicators are evaluated in relation to annual market share in both mobile telephony and mobile internet services. The analysis is grounded in Service Recovery Theory and the Satisfaction–Loyalty–Share Chain framework. Spearman’s rank-order correlation is employed to assess monotonic associations between complaint indicators and market share, and a permutation test is conducted to verify the robustness of the findings. The results indicate no consistent correlation between complaint resolution outcomes and market share across all providers. However, a statistically significant positive correlation is observed between complaint incidence and market share, suggesting that other unmeasured variables may influence this relationship. Although the study does not establish causality or account for all drivers of consumer behavior, it offers valuable insight into the potential alignment between public complaint responsiveness and market dynamics in a competitive and regulated environment.