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| Author: | Goode, M. M. H. (et al.) |
| Title: | Determining customer satisfaction from mobile phones: a neural network approach |
| Journal: | Journal of Marketing Management
2005 : SEP, VOL. 21:7 - 8, p. 755 – 778 |
| Index terms: | customers consumer behaviour products quality |
| Freeterms: | neural networks mobile phones satisfaction |
| Language: | eng |
| Abstract: | The number of mobile phones has increased in the world at an exponential rate, and especially because the low prices and availability of new technology mean that even children are now accustomed users of mobile phones. In addition, the number of mobile phones is now greater than the number of fixed land lines and the revenue from mobile phones will also soon pass the revenue from the fixed lines. The article examines the relationships between various input factors and customersÂ’ satisfaction with their mobile phones. A neural network model to predict the overall level of customer satisfaction with mobile phones in the UK is developed by the authors. Eleven input factors are applied in the final model, the most important ones are: perceived product quality, level of service charges, level of call charges and the level of satisfaction with the service provider. The presented model has a good predicting power. Lastly, the implications for marketers are considered. |
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