Mobile Phone Satisfaction: An Examination of Antecedents and Consequences

Abstract

As individuals are increasingly upgrading to smartphones to use both software applications and the Internet, it is important to study factors that impact their satisfaction with these devices. Various smartphone options are currently available to consumers, making these devices a commodity just like many other consumer products. As smartphones become commoditized, mobile phone applications (MPAs) play an integral role for their diffusion and successful competition in today’s highly competitive market (Yoo et al. 2010). With the ubiquity of MPAs, questions such as how apps may affect consumers’ experiences and satisfaction with mobile phones (MPs) and consequently, influence consumers’ purchase decisions regarding MPs and mobile phone service providers (MPSPs) become increasingly important. Consumers’ overall experience with their mobile phone (as a result of MP, MPSP, and MPA) can create enjoyment that leads to MP satisfaction. This is consistent with the uses and gratification theory (Lin 1996) arguing that if product/service consumption experience is positive and pleasant, it would lead to increased customer satisfaction. We extend existing research on MP satisfaction and purchase behavior by developing a framework to investigate relationships between MP, MPSP, and MPA experiences, MP satisfaction, and WOM behaviors.

Data were collected using an online survey of 444 smart phone owners. Results indicated that experience with the service provider had a positive effect on the experience with MP and satisfaction with MP. Experience with MPAs showed a positive effect on experience with MP, satisfaction with MP, and willingness to make WOM referrals about them. Experience with MP also had a positive effect on satisfaction with phone. However, it did not have a significant effect on willingness to make WOM referrals about the MP. Satisfaction with MP influenced willingness to make WOM referrals about mobile applications and MPs. Moreover, willingness to make WOM referrals about applications had a positive influence on reception of WOM referrals about applications. Willingness to make WOM referrals about MPs showed a positive effect on reception of WOM referrals about MPAs and MPs. The results of the mediation analysis supported the mediating role of MP satisfaction in the relationship between MP experience and intention to make WOM referrals about MPAs. Also, MP satisfaction fully mediated the relationship between MPSP experience and making MP/MPA referrals.

The present study integrates the impact of consumers’ experience with MP, MPSP, and MPA on MP satisfaction and the results provide theoretical and practical implications for understanding consumer experiences and the ever-growing usage of smartphones and mobile applications. The proposed model extends previous research on phone satisfaction by examining the effect of factors other than MPs, such as experience with MPSPs and MPAs installed on the phone.