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http://dx.doi.org/10.14400/JDC.2019.17.4.075

An empirical study on customer satisfaction: Mobile phone users in an emerging market  

Jahan, Nusrat (Department of Business Administration, Chonbuk National University)
Rahman, Md. Mostafizur (Department of Management, HSTU)
Hossain, Md. Alamgir (Department of Management, HSTU)
Saiful, Hoque (School of Media and Communication, Korea University)
Publication Information
Journal of Digital Convergence / v.17, no.4, 2019 , pp. 75-85 More about this Journal
Abstract
For the growing importance of mobile communication, this study sets out to investigate the factors that influencing mobile phone customer satisfaction behavior through a structural equation model. This study proposes six factors model as the key determinants of customer satisfaction. Furthermore, we examine the moderating effect of demographic factors. The study was conducted using a structured questionnaire, data collected from 386 active subscribers. Results confirm that brand name, social influence and after sales service are the three significant determinants of consumer satisfaction. This study finding also suggests that demographic attributes have important consequences on customer satisfaction. The study findings offer an extended theoretical understanding towards customers' mobile satisfaction in the emerging market perspective and for practitioners, potentially to other similar context.
Keywords
Satisfaction; Social influence; After sales service; Mobile phone; Structural equation model;
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