Decision Support Systems 52 (2012) 645–656
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Decision Support Systems
journal homepage: www.elsevier.com/locate/dss
Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model Ling Zhao a, Yaobin Lu a,⁎, Long Zhang a,⁎, Patrick Y.K. Chau b a b
School of Management, Huazhong University of Sci. and Tec. Wuhan 430074, China School of Business, The University of Hong Kong, Hong Kong, China
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Understanding the antecedents and consequences of customer satisfaction in the mobile communications market is important. This study explores the effects of service quality and justice on customer satisfaction, which, in turn, affects continuance intention of mobile services. Service quality, justice and customer satisfaction were measured by multiple dimensions. A research model was developed based on this multidimensional approach and was empirically examined with data collected from about one thousand users of mobile value-added services in China. Results show that all three dimensions of service quality (interaction quality, environment quality and outcome quality) have signiﬁcant and positive effects on cumulative satisfaction while only one dimension of service quality (interaction quality) has a signiﬁcant and positive effect on transaction-speciﬁc satisfaction. Besides procedural justice, the other two dimensions of justice (distributive justice and interactional justice) signiﬁcantly inﬂuence both transaction-speciﬁc satisfaction and cumulative satisfaction. Furthermore, both types of customer satisfaction have signiﬁcant and positive effects on continuance intention. Implications for research and practice are discussed. © 2011 Elsevier B.V. All rights reserved.
Article history: Received 23 September 2010 Received in revised form 7 October 2011 Accepted 23 October 2011 Available online 29 October 2011 Keywords: Service quality Justice Transaction-speciﬁc satisfaction Cumulative satisfaction Continuance intention Mobile value-added services
1. Introduction With the rapid advancements of mobile network technologies, provision of various kinds of value-added services by mobile service providers is on the rise around the world. As the market becomes more and more mature, value-added services become more homogeneous and the competition for acquiring new customers and retaining existing customers becomes more intense. In this environment, customer satisfaction is a critical factor for mobile service providers to maintain or improve their market share and proﬁtability. Prior studies have found that customer satisfaction contributes to a ﬁrm's profitability and customer retention [33,35]. In a reorganization of the communications industry in China between 2008 and 2009, the original six mobile network operators were reduced to three. Meanwhile, the availability of thirdgeneration telecommunications technologies suggested that more mobile value-added services would be provided to the customers. A recent value-added services survey report on mobile communications conducted by Analysys in 2010 predicted that, the competition among existing mobile network operators would become ﬁerce after the reorganization of the industry and the introduction of ⁎ Corresponding authors. Tel.: + 86 27 87556448. E-mail addresses: email@example.com (L. Zhao), firstname.lastname@example.org (Y. Lu), email@example.com (L. Zhang), PChau@business.hku.hk (P.Y.K. Chau). 0167-9236/$ – see front matter © 2011 Elsevier B.V. All rights reserved. doi:10.1016/j.dss.2011.10.022
third-generation services. Thus, for these mobile network operators, in order to retain customers, enhancing customer satisfaction is an urgent task to tackle with. Moreover, as new mobile value-added services are released, service providers need to focus...
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