Consumer behavior has been the focus of much research and is considered a very relevant topic in the context of society and the consumer market. This is because consumers are becoming increasingly demanding and consequently organizations have to adapt to this new reality, constantly seeking innovation and quality in the supply of products and services and, above all, satisfying and retaining the loyalty of these customers. Therefore, with the aim of encouraging studies of this nature, the main objective of this book was to analyze the behavior of consumers who use residential landline telephone services.