Customer Dissatisfaction and Complaining Responses Towards Mobile Telephony Services

Abstract

The paper examines customer satisfaction and complaint responses towards Mobile telephony services. The study was a cross-sectional survey involving customers from two mobile telephony companies. Data were collected using a self-administered structured questionnaire and analyzed using SPSS (version 16.0). The study found that customer satisfaction rating differed according to the mobile networks, and previous dissatisfaction significantly influences complaining response. Again, dissatisfied customers tend to complain more than satisfied ones. Moreover, dissatisfaction may not necessarily induce complaining and some satisfied customers may still complain. Furthermore, previous dissatisfaction may not always negatively affect overall satisfaction if it is effectively managed. Finally, the study indicates that the highest rated complaining response is complaining in person to the customer service center and the least is complaining to the mass media. Implications and limitations are discussed. This paper contributes to providing empirical evidence on consumer complaining behavior in mobile telephony industry in developing country context