An Empirical Study on Satisfaction with Mobile Services in China

摘要

With the rapid development of mobile telecommunications in China, the research on customer satisfaction and loyalty of mobile services has become increasingly necessary. This study builds a Customer Satisfaction Model of Mobile Services by adapting the American Customer Satisfaction Index Model, and verifies the validity of the model through an empirical investigation of 240 mobile consumers in China. The results show that there are positive associations between Perceived Expectation, Perceived Quality, Perceived Value and Customer Satisfaction;there is a negative association between Customer Satisfaction and Customer Complaint;there is a positive association between Customer Satisfaction and Repurchase Likelihood;but there is no association between Customer Complaint and Loyalty. Overall, this study offers insights for service providers, policymakers and mobile consumers;and forms the foundation for future benchmarking of the performance of wireless network operators in terms of customer satisfaction and loyalty.