Customer satisfaction/delight and behavioural intentions of cell phone network customers – an emerging market perspective
Abstract
Purpose
This study aims to investigate the extent to which the satisfaction/delight experienced by customers of cell phone network service providers is influenced by their perceptions of the networks’ employee service delivery skills and the value that the customers derive from the networks’ offerings. In turn, the influence of the extent of their satisfaction/delight on future behavioural intention (BI) is determined.
Design/methodology/approach
A descripto-explanatory research design is followed and data are collected from satisfied/delighted cell phone network service provider customers using self-administered questionnaires. A total of 593 responses were suitable for analysis. An exploratory factor analysis is used to uncover the interrelationships between the items measuring the study’s constructs. Furthermore, the measurement and structural models are assessed.
Findings
Perceived employee service delivery skills (PESDS) and value significantly and positively influence customer satisfaction/delight experiences, whereas customer satisfaction/delight experiences significantly and positively influence their BIs.
Research limitations/implications
The model tested confirms the hypothesised relationships between PESDS, perceived value, customer satisfaction/delight experiences and BIs of cell phone network customers. Customer satisfaction/delight experiences are linked to their two antecedents (PESDS and value) and their outcome, BI.
Practical implications
The findings assist cell phone network service providers in understanding how PESDS and value can foster customer delight, ultimately leading to positive BIs from customers.
Originality/value
This study focuses only on satisfied customers and determines the interrelationships of the extent to which they encounter customer satisfaction/delight experiences and related constructs. Few research studies, however, have examined how customer satisfaction/delight experiences relate to its antecedents and outcome.
Keywords
Acknowledgements
Research funding: This work is based on research supported in part by the National Research Foundation of South Africa (Grant Number: 104662).
Disclaimer: Any opinion, finding and conclusion or recommendation expressed in this material is that of the authors and the National Research Foundation of South Africa does not accept any liability in this regard.
Citation
Roberts-Lombard, M. and Petzer, D.J. (2018), "Customer satisfaction/delight and behavioural intentions of cell phone network customers – an emerging market perspective", European Business Review, Vol. 30 No. 4, pp. 427-445. https://doi.org/10.1108/EBR-03-2017-0061
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited