Effects of Service Quality and Perceived Value on Customer Satisfaction to Mobile Internet Service: Evidence from Bangladesh

Shamsun Nahar Momotaz

As the use of mobile phones and mobile internet service witnessed tremendous growth in recent years in Bangladesh the mobile internet service operators are trying to make profit and even survive in a highly competitive environment. The objective of this study is to analyze the relationships between service quality, perceived value, and customer satisfaction as perceived by private university students in the mobile internet service context. In the study, service quality is conceptualized as a multi dimension concept consisting of four dimensions namely convenience, responsiveness, availability and perceived value. By examining the empirical data from 324 respondents in Dhaka, Bangladesh results reveal that convenience and responsiveness positively affect customer satisfaction; convenience, responsiveness and availability positively affect perceived value and perceived value partially mediates the relationship between service quality and satisfaction. Thus, mobile internet service providers should concentrate more on these service quality variables like convenience, responsiveness and perceived value to improve the service and make customers satisfied.

DOI : https://doi.org/10.21102/irbrp.2019.03.151.04