Abstract
This research integrates the American Customer Satisfaction Model, perceived usefulness and perceived ease of use to propose a modified American Customer Satisfaction Model to study consumer satisfaction with the mobile services industry in China. The research finds that perceived expectations, perceived quality, perceived value, perceived usefulness and perceived ease of use have a major positive effect on customer satisfaction with mobile services. The research also finds that customer satisfaction has a significantly positive direct impact on customer loyalty. Customer complaints have significantly negative direct impact on customer loyalty. Customer satisfaction has a significantly negative direct impact on customer complaints. By analyzing 274 questionnaires collected from 360 current mobile phone subscribers, the research offers important recommendations to service providers, policymakers, and subscribers and helps the mobile services industry better understand the factors affecting customer satisfaction for mobile services in China. These recommendations could lead to an increase in customer satisfaction and customer loyalty. Key words: Customer satisfaction, customer loyalty, perceived quality, perceived expectation, perceived usefulness, perceived ease of use, mobile services industry.
Highlights
The growth of China’s mobile communication industry will be explosive in the future and coupled with its subscribers, will continue to increase at an average annual pace of 50 million in the coming years
It is expected that the number of subscribers will increase to 440 million by 2006 at average annual increase pace of 12.8%
This research adopted structural equation modeling (SEM) for its data analysis to study the causalities among all parameters constructed in each model
Summary
The growth of China’s mobile communication industry will be explosive in the future and coupled with its subscribers, will continue to increase at an average annual pace of 50 million in the coming years. Several mobile service studies conducted regionally have attempted to explore the antecedents of customer satisfaction, customer loyalty and customer retention (Gerpott et al, 2001; Kim et al, 2004).The American Customer Satisfaction Model (ACSM) is a general, cross-industry model that provides market-based performance measures for firms, industries, sectors and nations It measures the quality of goods and services as experienced by consumers (Fornell et al, 1996) and gauges their actual and anticipated consumption experiences (Anderson and Fornell, 2000). The research combines ACSM, perceived usefulness and perceived ease of use to propose the modified American Customer Satisfaction Model, to study consumer satisfaction of the mobile services industry in China. H11: Customer complaints will negatively affect customer loyalty of mobile services
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