The Study On Mobile Service Quality And Customer Satisafction

Mobile commerce is a new area. With the competitive degree of mobile services market increasing, more and more researchers focus on investigating mobile service quality and customer satisfaction. Under this condition, this dissertation emphasizes on mobile services quality and customer satisfaction. It tries to construct some new service quality and customer satisfaction models. Thus, final research findings will enrich the theoretical results and provide useful implications for practitioners.This dissertation constructs multidimensional and hierarchical mobile service quality model. In this dissertation, ten sub-dimensions referring to related three primary dimensions are identified through qualitative study. In proposed model, ten sub-dimensions belong to the first-order factor; three primary dimensions are as the second-order factor; and service quality is the higher-order factor above three primary dimensions. This proposed model reveals that customers aggregate their evaluations of the sub-dimensions to form their perceptions of an organization's performance on each of the three primary dimensions. Those perceptions then lead to an overall service quality perceptions.The dissertation examines the multidimensional and hierarchical model through partial disaggregation technique and overall disaggregation technique. Research results show that partial disaggregation technique is better than overall disaggregation technique, which is consistent with previous researchers. Further, the proposed model is also validated.The dissertation constructs the comprehensive model of customer satisfaction classification through combining the static perspective and dynamic perspective. Based on service quality theory and justice theory, such three dimensions of customer satisfaction as interaction satisfaction, context satisfaction and outcome satisfaction are identified from the static perspective. According to the time development baseline, the evolution framework of customer satisfaction is proposed, which amplifies the relationship among transaction-specific satisfaction, cumulative satisfaction and relationship satisfaction. Then, an overall customer satisfaction classification model is proposed based on the customer satisfaction dimensions model from the static perspective and customer satisfaction evolvement model from the dynamic perspective, which provides a clear framework to understand customer satisfaction. The empirical data validates the proposed overall customer satisfaction classification model.Finally, mobile value-added services customer satisfaction model is constructed on the basis of service quality and customer satisfaction classification research. Perceived justice is included in the customer satisfaction model as well as service quality. The constructed model simultaneously distinguishes transaction-specific satisfaction and cumulative satisfaction and includes the continuous intention which is as the consequence of two types of satisfaction. The research results not only validate the proposed customer satisfaction model, but also validate that cumulative satisfaction significantly moderates the relationship between transaction-specific satisfaction and continuous intention.