Long-time mobile subscribers are increasingly less loyal to their telcos, possibly because of perceptions that new customers are being better taken care of. The converse is true for newer subscribers. These were some of the findings from a first-quarter customer-satisfaction study on the retail and infocommunication sectors, released on Thursday by the Institute of Service Excellence at SMU (ISES). The study polled 7,656 people from January to April this year. ISES Academic Director Marcus Lee said that the findings suggested that the telcos' loyal customers are "feeling less appreciated". "The general trend for most businesses is that they will identify the loyal people and, because they know you are 'sticky', they will give the discounts not to you, but to people who are not their customers yet," he said. ISES Director Caroline Lim said that last year, there might have been "a lot more campaigns targeted at acquiring new customers by the telcos".