The Role of Customer Satisfaction, Customer Value and Service Experience in Telecommunication industry

This paper examines the effect of offline service quality experience on customer satisfaction and expectation of using e-service with the moderating influences of customer value and service experience. Data from a survey of 400 telecom customers (both landline and mobile) were used to test the research model. The analytical results indicate that high perception (vs. low perception) of traditional service will result in higher expectation of using e-service. Next, customer satisfaction shows the perfect mediation role of the relationship between offline service quality and expectation of using e-service. No moderating effects of customer value and service experience were found in this study but direct effects.