Customer satisfaction in the Hong Kong mobile phone industry

This paper reports the results of an empirical study to identify satisfaction determinants among mobile phone users. Based on the results of an exploratory factor analysis of 20 attributes and a structural equation modeling, four dimensions in order of importance are envisaged: (1) transmission quality and network coverage, (2) pricing policy, (3) staff competence, and (4) customer service. The results suggest that network providers should focus more on transmission quality and network coverage as the core attributes of their service offerings and formulate appropriate pricing policy, rather than competing on customer services and other supplementary services.