Satisfaction with mobile services in Canada: An empirical investigation

While customer satisfaction and loyalty regarding most physical goods and services have been well explored in academic literature, there exists little research on these factors with respect to mobile telecommunications services. Nevertheless, standardized satisfaction measures are suggested to be useful for various telecom-industry stakeholders. However, such a global standard measure of satisfaction with mobile services does not exist. This study taps into these voids and examines the antecedents of customer satisfaction and loyalty through an empirical investigation of 210 young adult cellular subscribers in Canada by adapting the American Customer Satisfaction Model. Based on this model, the satisfaction index of young adult Canadians was calculated. Overall, this study offers insights for service providers, policymakers and subscribers; and forms the foundation for future benchmarking of the performance of wireless network operators in terms of user satisfaction and loyalty.