Customer satisfaction in Taipei mobile phone sector

Abstract

Satisfaction increases sales volume, profit maximization, revenue growth and higher competitive advantage. This study tests the European customer satisfaction index (ECSI) model in the Taiwanese mobile phone sector. Customer satisfaction causality scores are provided for each of the antecedents and consequences of customer satisfaction to assess how they relate with the ECSI model. Antecedents and consequences of customer satisfaction provided includes perceived value, customer expectations, perceived quality, and image that are discovered to have direct and positive effects on customer satisfaction, while customer satisfaction has significant effects on customer loyalty. Image was also found to have positive and direct effects on customer loyalty. Overall, the study validated the ECSI model. Key words: Customer satisfaction index, customer satisfaction, customer satisfaction theory