Customer Satisfaction of Mobile-Internet-Users: An Empirical Approximation for the Case of Spain
DOI:
https://doi.org/10.6000/1929-7092.2013.02.31Keywords:
Mobile Internet, ordered probability models, satisfaction, ordinary least squares, ordered probit, ordered logitAbstract
This paper studies the mobile Internet services in Spain. It deals mostly with overall consumer satisfaction as well as with some of its attributes. The study is based on Micro data from a survey conducted by the Spanish Center for Sociological Research (CIS, 2009). The analysis shows that communication quality and cost are the main attributes of the service involved in the overall satisfaction of the individual.
The main model allows us to analyze to what extent different service providers generate different levels of satisfaction of individuals when controlling for other relevant variables. In this regard, statistically significant differences have been found for both overall satisfaction and for satisfaction with any other of its attributes. Taking into account that the dependent variable is somewhat ordinal, the model is estimated by three alternative methods: ordinary least squares (OLS), ordered probit and ordered logit. The three techniques produce fairly similar resultsReferences
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http://dx.doi.org/10.1016/S0377-2217(02)00877-9
Elnaggar, Ayman. 2008. “Towards Gender Equal Access to ICT.” Information Technology for Development 14(4):280–93. Retrieved (http://www.scopus.com/inward/record.url?eid=2-s2.0-67651246941&partnerID=40&md5=e1b885b986174 8c99d365b7e5e30f972).
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http://dx.doi.org/10.1016/j.telpol.2006.12.005
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http://dx.doi.org/10.1016/S0308-5961(00)00097-5
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Kim, Moon-Koo, Myeong-Cheol Park, and Dong-Heon Jeong. 2004. “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.” Telecommunications Policy 28(2):145–59. Retrieved (http://linkinghub.elsevier.com/retrieve/pii/S03085 96103001083).
http://dx.doi.org/10.1016/j.telpol.2003.12.003
Kuo, Ying-Feng, Chi-Ming Wu, and Wei-Jaw Deng. 2009. “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services.” Computers in Human Behavior 25(4):887–96. Retrieved (http://linkinghub.elsevier.com/ retrieve/pii/S0747563209000363).
http://dx.doi.org/10.1016/j.chb.2009.03.003
Lai, Tung Lai. 2004. “Service Quality and Perceived Value’s Impact on Satisfaction, Intention and Usage of Short Message Service (SMS).” Information Systems Frontiers 6(4):353–68.
http://dx.doi.org/10.1023/B:ISFI.0000046377.32617.3d
Levitt, Theodore. 1986. The marketing imagination. Free press, New York.
Liff, Sonia, and Adrian Shepherd. 2004. “An evolving gender digital divide??” Business 2(2):1–17. Retrieved (http://papers.ssrn. com/sol3/papers.cfm?abstract_id=1308492).
Lowenstein, Michael W. 1995. Customer Retention. ASQC quality press. Milwaukee, WI.
Nunnally, J. C., and Ira Bernstein. 1994. Psychometric Theory. Retrieved (http://rds.epi-ucsf.org/ticr/syllabus/courses/46/ 2005/10/20/Lecture/readings/Psychometric Theory.pdf).
Oh, H. 2000. “Diners’ Perceptions of Quality, Value, and Satisfaction: A Practical Viewpoint.” Cornell Hotel and Restaurant Administration Quarterly 41(3):58–66. Retrieved (http://cqx. sagepub.com.proxy.lib.utk.edu:90/content/41/3/58.short).
http://dx.doi.org/10.1177/001088040004100317
Oliver, Richard L. 1981. “Measurement and Evaluation of Satisfaction Processes in Retail Settings.” Journal of Retailing 57(3):25–48. Retrieved (http://search.ebscohost.com/login.aspx? direct=true&db=buh&AN=4669056&site=ehost-live).
Oliver, Richard L. 2010. Satisfaction: A Behavioral Perspective on the Consumer, 2nd edition. New York: The McGraw-Hill companies, Inc.
Papke, Leslie E. 1998. ""How are participants directing their participation-directed individual account pension plans?"" American economic review 88:212-216.
Peel, Michael J., Goode, Mark H. and Luiz A. Moutinho.1998. Estimating consumer satisfaction: OLS versus ordered probability models. International journal of commerce & management 8 (2):75-93.
http://dx.doi.org/10.1108/eb047369
Sheth, Jagdish and Rajendra Sisodia. 2002. The rule of three: Surviving and thriving in competitive markets. New York, NY: The free press.
Turel, Ofir, and Alexander Serenko. 2006. “Satisfaction with mobile services in Canada: An empirical investigation.” Telecommunications Policy 30(5-6):314–31. Retrieved (http://www.elsevier.com/wps/find/journaldescription.cws_home/30471/description#description).
http://dx.doi.org/10.1016/j.telpol.2005.10.003
Uslay, Can, Z. Ayca Altintig, and Robert D. Winsor. 2010. “An Empirical Examination of the ‘Rule of Three’: Strategy Implications for Top Management, Marketers, and Investors.” Journal of Marketing 74(2):20–39. Retrieved (http://www. atypon-link.com/AMA/doi/abs/10.1509/jmkg.74.2.20).
Wang, Yonggui, Hing-Po Lo, and Yongheng Yang. 2004. “An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry.” Information Systems Frontiers 6(4):325–40.
http://dx.doi.org/10.1023/B:ISFI.0000046375.72726.67
Yi, Youjae .1990. A Critical Review of Consumer Satisfaction, in Review of marketing, Valarie A. Zeithaml Ed., Chicago; American marketing association, 68-123.
Bolton, Ruth N., and James H. Drew. 1991. “A Multistage Model of Customers’ Assessments of Service Quality and Value.” Journal of Consumer Research 17(4):375–84.
http://dx.doi.org/10.1086/208564
Chetan Sharma. 2012. State of the Global Mobile Industry. Retrieved (http://www.chetansharma.com/GlobalMobileMarketUpdate2012.htm.)
Centro de Investigaciones Sociológicas, CIS. 2009. Encuesta de Satisfacción de Usuarios de Servicios de Telecomunicación. Estudio 2797. Retrieved (http://www.cis.es/cis/opencm/ES/2_ bancodatos/estudios/ver.jsp?estudio=10482).
Comisión del Mercado de las Telecomunicaciones (2011). Informe trimestral. Retrieved (http://cmtdata.cmt.es/cmtdata/jsp/inf_ trim.jsp?tipo=2).
ComScore (2012). 2012 Mobile future in focus. Retrieved (http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/2012_Mobile_Future_in_Focus)
Conklin, Michael, Ken Powaga, and Stan Lipovetsky. 2004. “Customer satisfaction analysis: Identification of key drivers.” European Journal Of Operational Research 154(3):819–27.
http://dx.doi.org/10.1016/S0377-2217(02)00877-9
Elnaggar, Ayman. 2008. “Towards Gender Equal Access to ICT.” Information Technology for Development 14(4):280–93. Retrieved (http://www.scopus.com/inward/record.url?eid=2-s2.0-67651246941&partnerID=40&md5=e1b885b986174 8c99d365b7e5e30f972).
http://dx.doi.org/10.1002/itdj.20100
Eshghi, A., D. Haughton, and H. Topi. 2007. “Determinants of customer loyalty in the wireless telecommunications industry.” Telecommunications Policy 31(2):93–106. Retrieved (http://linkinghub.elsevier.com/retrieve/pii/S03085 96106001054).
http://dx.doi.org/10.1016/j.telpol.2006.12.005
European Union. 2012. Telecommunication Market and Regulatory Developments, 2011. Electronic communications policy. Implementation of regulatory framework. Retrieved (http://ec. europa.eu/information_society/digital-agenda/scoreboard/ countries_2012/information_society/_bin12/pdf/Telecom_Horizontal_Chapter.pdf).
Fornell, Claes. 1992. “A National Customer Satisfaction Barometer: The Swedish Experience.” Journal of Marketing 56(1):6–21. Retrieved (http://www.jstor.org/stable/1252129?origin= crossref).
http://dx.doi.org/10.2307/1252129
Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, and Barbara Everitt Bryant. 1996. “The American Customer Satisfaction Index: Nature, Purpose, and Findings.” Journal of Marketing 60(4):7. Retrieved (http://www.jstor.org/stable/1251898?origin=crossref).
http://dx.doi.org/10.2307/1251898
Gale, Authors Bradley T., and Robert Chapman Wood. 1994. Managing customer value: creating quality and service that customers can see. Simon and Schuster.
Gerpott, Torsten J., Wolfgang Rams, and Andreas Schindler. 2001. “Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market.” Telecommuni-cations Policy 25(4):249–69. Retrieved (http://linkinghub. elsevier.com/retrieve/pii/S0308596100000975).
http://dx.doi.org/10.1016/S0308-5961(00)00097-5
Giese, Joan L., and Joseph A. Cote. 2002. “Defining Consumer Satisfaction.” Academy of Marketing Science Review 2000(1):1–24. Retrieved (http://www.amsreview.org/articles/ giese01-2000.pdf).
Gurumurthy, Anita. 2004. GENDER and ICTs Overview Report.
Henderson, Bruce. 1976. The Rule of Three and Four. In The Boston consulting group on strategy: Classic concepts and new perspectives, 2nd Edition. Stern and Deimler (Eds.), 2006.
Heskett, James L. and W.Earl Sasser. 2010. The Service Profit Chain: From Satisfaction to Ownership. Handbook of Service Science, 19-29.
http://dx.doi.org/10.1007/978-1-4419-1628-0_3
Hurley, R. F., and H. Estelami. 1998. “Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context.” Academy of Marketing Science 26(3):209–21.
http://dx.doi.org/10.1177/0092070398263003
Kano, N., N. Seraku, F. Takahashi, and S. Tsuji. 1984. “Attractive quality and must-be quality.” Journal of the Japanese Society for Quality Control 14(2):39–48. Retrieved (http://ci.nii.ac.jp/ Detail/detail.do?LOCALID=ART0003570680&lang=en).
Kim, Moon-Koo, Myeong-Cheol Park, and Dong-Heon Jeong. 2004. “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services.” Telecommunications Policy 28(2):145–59. Retrieved (http://linkinghub.elsevier.com/retrieve/pii/S03085 96103001083).
http://dx.doi.org/10.1016/j.telpol.2003.12.003
Kuo, Ying-Feng, Chi-Ming Wu, and Wei-Jaw Deng. 2009. “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services.” Computers in Human Behavior 25(4):887–96. Retrieved (http://linkinghub.elsevier.com/ retrieve/pii/S0747563209000363).
http://dx.doi.org/10.1016/j.chb.2009.03.003
Lai, Tung Lai. 2004. “Service Quality and Perceived Value’s Impact on Satisfaction, Intention and Usage of Short Message Service (SMS).” Information Systems Frontiers 6(4):353–68.
http://dx.doi.org/10.1023/B:ISFI.0000046377.32617.3d
Levitt, Theodore. 1986. The marketing imagination. Free press, New York.
Liff, Sonia, and Adrian Shepherd. 2004. “An evolving gender digital divide??” Business 2(2):1–17. Retrieved (http://papers.ssrn. com/sol3/papers.cfm?abstract_id=1308492).
Lowenstein, Michael W. 1995. Customer Retention. ASQC quality press. Milwaukee, WI.
Nunnally, J. C., and Ira Bernstein. 1994. Psychometric Theory. Retrieved (http://rds.epi-ucsf.org/ticr/syllabus/courses/46/ 2005/10/20/Lecture/readings/Psychometric Theory.pdf).
Oh, H. 2000. “Diners’ Perceptions of Quality, Value, and Satisfaction: A Practical Viewpoint.” Cornell Hotel and Restaurant Administration Quarterly 41(3):58–66. Retrieved (http://cqx. sagepub.com.proxy.lib.utk.edu:90/content/41/3/58.short).
http://dx.doi.org/10.1177/001088040004100317
Oliver, Richard L. 1981. “Measurement and Evaluation of Satisfaction Processes in Retail Settings.” Journal of Retailing 57(3):25–48. Retrieved (http://search.ebscohost.com/login.aspx? direct=true&db=buh&AN=4669056&site=ehost-live).
Oliver, Richard L. 2010. Satisfaction: A Behavioral Perspective on the Consumer, 2nd edition. New York: The McGraw-Hill companies, Inc.
Papke, Leslie E. 1998. ""How are participants directing their participation-directed individual account pension plans?"" American economic review 88:212-216.
Peel, Michael J., Goode, Mark H. and Luiz A. Moutinho.1998. Estimating consumer satisfaction: OLS versus ordered probability models. International journal of commerce & management 8 (2):75-93.
http://dx.doi.org/10.1108/eb047369
Sheth, Jagdish and Rajendra Sisodia. 2002. The rule of three: Surviving and thriving in competitive markets. New York, NY: The free press.
Turel, Ofir, and Alexander Serenko. 2006. “Satisfaction with mobile services in Canada: An empirical investigation.” Telecommunications Policy 30(5-6):314–31. Retrieved (http://www.elsevier.com/wps/find/journaldescription.cws_home/30471/description#description).
http://dx.doi.org/10.1016/j.telpol.2005.10.003
Uslay, Can, Z. Ayca Altintig, and Robert D. Winsor. 2010. “An Empirical Examination of the ‘Rule of Three’: Strategy Implications for Top Management, Marketers, and Investors.” Journal of Marketing 74(2):20–39. Retrieved (http://www. atypon-link.com/AMA/doi/abs/10.1509/jmkg.74.2.20).
Wang, Yonggui, Hing-Po Lo, and Yongheng Yang. 2004. “An Integrated Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry.” Information Systems Frontiers 6(4):325–40.
http://dx.doi.org/10.1023/B:ISFI.0000046375.72726.67
Yi, Youjae .1990. A Critical Review of Consumer Satisfaction, in Review of marketing, Valarie A. Zeithaml Ed., Chicago; American marketing association, 68-123.
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Published
2013-12-12
How to Cite
GarÃn-Muñoz, T., Gijón, C., Pérez-Amaral, T., & López, R. (2013). Customer Satisfaction of Mobile-Internet-Users: An Empirical Approximation for the Case of Spain. Journal of Reviews on Global Economics, 2, 442–454. https://doi.org/10.6000/1929-7092.2013.02.31
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