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.