Quality and customer satisfaction spillovers in the mobile telecoms industry

Abstract

Customer needs are increasingly fulfilled by a seamless integration of products and services. Complexity grows for firms to understand customers since their perception of firm performance can be affected by either product manufacturers or service providers. Our study is attempting to identify possible spillover effects of quality and customer satisfaction between products and services. Potential moderators such as affective commitment and consumer knowledge will also be examined. Our discussion shows that firms working closely together in delivering solutions to customers need to consider the influence of their partner's product or service quality and satisfaction level as well. This may enhance understanding of customer satisfaction and loyalty of their own companies. ©2009 IEEE.