Abstract:
The main purpose of this research was to investigate whether there is arelationship between, mobile subscribers' satisfaction and recommendation behavior. To investigate this association, multiple regressions were used; also, both exploratory and confirmatory factor analyses were undertaken to represent a scales measuring subscribers satisfaction and recommendation behavior. Furthermore, the impact of perceived value, interactivity and ease of use on subscribers' satisfaction was examined. The results revealed the impact of subscribers' satisfaction on recommendation behavior of the consumers. The context in which the study was conducted was Iran using MTN and MCI subscribers as the sample.
Machine summary:
"Fornell (1992) demonstrated that there is a positive correlation between customer satisfaction and positive word-of-mouth; in other words, satisfied consumers are more inclined to express a preference for a service provider and recommend that provider to others (Kaboli, Fathi & Azizi, 2011).
Other authors have confirmed that a significant positive relationship exists between perceptions of superior service quality and consumer recommendation to other potential customers (Proenc¸a & Rodrigues, 2011) and satisfaction plays as a mediating attitude between service quality attributes and customers‟ word- of- mouth (Pezeshki, 2009).
As reported in the relevant literature high quality service helps to generate customer satisfaction, customer loyalty, and growth of market share by soliciting new customers, and improved productivity and financial performance (Lewis, 1993; Andereson, Fornell, & Lehmann, 1994).
Recently marketing researchers and managers are focusing on value perceptions as a key strategic component to explain customer satisfaction and loyalty (Lin & Wang, 2006).
H4: there is a positive relationship between level of interactivity and subscriber satisfaction Ease-of-use: Ease-of-use, as defined by Davis (1989) refers to the "degree to which a person believes that using a particular system would be free of effort", is an important factor affecting technology acceptance (Zhao & Lu, 2010).
In order to figure out the issue, the overall objectives of the current research is to finding out determinants of customer satisfaction and define its role on consumers’ recommendation behavior in mobile phone service context in Iran."