Competition in the mobile services industry is intense, with players in the industry offering generally similar subscription plans. Opportunities are few for differentiating one service provider from another. In the light of prior research suggesting value is multi-dimensional, the present study, which examines how these dimensions impact customer satisfaction and repurchase intentions, provides differentiation opportunities for mobile service providers through focusing on value dimensions that are important to customers. Of six perceived value dimensions examined in the present research, value for money, reputation and social value dimensions had significant effects on customer satisfaction and repurchase intentions. One way for companies in the highly commoditized mobile service industry to minimize customer defection is to enhance their relationships with customers. However, as relationship building comes with a cost, it is of interest for companies to know whether certain customer groups will reciprocate more than others with loyalty if they are satisfied. The results from the present study show customer relationship inclination, the customer attribute examined, did not moderate the relationship between customer satisfaction and repurchase intention. Finally, recent studies have differentiated measures of repurchase intentions on the basis of volition levels and have suggested that better model fit can be achieved when higher volition measures are used. Intentions-as-expectations represents the lower volition end and intentions-as-wants represents the higher volition end of intention measure. However, the present study did not find any significant differences in model fit with the different intention measures used.
| Identifer | oai:union.ndltd.org:ADTP/178412 |
| Date | January 2008 |
| Creators | Fong, Sharon Mei Chan |
| Publisher | University of Western Australia. Graduate School of Management |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | Copyright Sharon Fong Mei Chan, http://www.itpo.uwa.edu.au/UWA-Computer-And-Software-Use-Regulations.html |
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