Application of disconfirmation theory on customer satisfaction determination model in mobile telecommunication : case of prepaid mobiles in Iran

Abstract

The conditions for doing business are changing rapidly. In last few years the mobile telecom market has witnessed a substantial growth and rapid changes globally as well as domestically. Customer satisfaction is a critical issue in the success of any business system, hence: one of the key challenges of this market is how they satisfy and retain their customers and also manage service quality, which holds a significant importance to customer satisfaction and their perceived performance. In order for companies to survive and grow, they must find new ways of thinking, which has led to doing marketing researches, especially those related to customer satisfaction. This thesis tries to find a model which can best describe the customer satisfaction formation in mobile telecom sector and will apply and evaluate it in the Iranian market of this area. It will also study the dimensions of service quality (SERVQUAL) on the perceived performance of the customers in the market. For doing so, a survey has been performed on customers of the only prepaid mobile service operator in Iran, questionnaires were distributed among them and the results analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made.Validerat; 20101217 (root