Customer satisfaction/delight and behavioural intentions of cell phone network customers – an emerging market perspective

Purpose: This study aims to investigate the extent to which the satisfaction/delight experienced by customers of cell phone network service providers is influenced by their perceptions of the networks’ employee service delivery skills and the value that the customers derive from the networks’ offerings. In turn, the influence of the extent of their satisfaction/delight on future behavioural intention (BI) is determined. Design/methodology/approach: A descripto-explanatory research design is followed and data are collected from satisfied/delighted cell phone network service provider customers using self-administered questionnaires. A total of 593 responses were suitable for analysis. An exploratory factor analysis is used to uncover the interrelationships between the items measuring the study’s constructs. Furthermore, the measurement and structural models are assessed. Findings: Perceived employee service delivery skills (PESDS) and value significantly and positively influence customer satisfaction/delight experiences, whereas customer satisfaction/delight experiences significantly and positively influence their BIs. Research limitations/implications: The model tested confirms the hypothesised relationships between PESDS, perceived value, customer satisfaction/delight experiences and BIs of cell phone network customers. Customer satisfaction/delight experiences are linked to their two antecedents (PESDS and value) and their outcome, BI. Practical implications: The findings assist cell phone network service providers in understanding how PESDS and value can foster customer delight, ultimately leading to positive BIs from customers. Originality/value: This study focuses only on satisfied customers and determines the interrelationships of the extent to which they encounter customer satisfaction/delight experiences and related constructs. Few research studies, however, have examined how customer satisfaction/delight experiences relate to its antecedents and outcome.