Satisfaction with mobile phone services in Lebanon : application of the American customer satisfaction index (ACSI) in the Lebanese mobile phone services industry

Abstract

Purpose - The goal behind this research is to offer an accurate description of the perceptions and behaviors of mobile phone users in Lebanon by adapting the ACSI model to explore the antecedents and results of the end user satisfaction. Design/methodology/approach - The data were gathered via an online survey from 232 mobile phone subscribers in Lebanon using the convenience sampling technique. Findings - The service perceptions and customer behaviors of mobile phone subscribers in Lebanon were illustrated to an extent by the adapted ACSI model as the discriminant validity between perceived quality and customer satisfaction is compromised and argued in the Lebanese context. In particular, the model indicates that customer satisfaction with mobile services in Lebanon is negatively affected by expectations, and positively affected by perceived value and perceived quality, and is quality-driven not price-driven. It also suggests that the customers do not assess the value of mobile services based on expectations, but rather by contrasting their expectations with perceived quality. Customer satisfaction has a direct positive effect on repurchase likelihood, and no impact on price tolerance. In addition, it has a direct negative effect on customer complaints. Finally, the study has found that customer complaints have no effect on both repurchase likelihood and price tolerance. Research limitations/implications - The results cannot be generalized to the population because of the convenience sampling method employed in this study. Ideally, it is suggested to employ more probabilistic data collection techniques. It is very important to have a longitudinal study to observe the progress of the customers' behavior over time. For the results to be contrasted with different countries' satisfaction indices, the model needs to be examined regularly, and national customer satisfaction indexing has to be carried out in various industries and sectors concurrently. Practical implications - The enhancement of mobile services' customer satisfaction in Lebanon is suggested through the privatization and liberalization of the mobile phone sector in Lebanon, and through opening the market for further competition. The subscriber's needs must be better understood so that the mobile services' offering be improved. Originality/value - This research is the very first study applying the adapted ACSI model in the context of mobile phone services in Lebanon. Above all, policy makers, mobile services' providers and clients may gain insights from this study. Furthermore, additional researches in the context of mobile business in Lebanon can be formed based on it.