Relationship between service quality, customer satisfaction and behavioural intentions in South Africa’s mobile telecommunication industry

• Published in: African journal of business and economic research 2019-06, Vol.14 (2), p.67-89
• Main Authors: Letsoalo, Maupi E., Mpwanya, Musenga Francis
• Format: Article
• Language: English
• Subjects: Behavioural Intentions; Customer Satisfaction; Mobile communications networks; Mobile-Telecommunication Industry; Partial Least Squares-Structural Equation Modelling (PLS-SEM); Penetration; Quality of service; Quantitative analysis; Research methodology; Service Quality
• ISSN: 1750-4554; 1750-4562
• DOI: 10.31920/1750-4562/2019/14n2a4

Despite the increase in mobile penetration and the introduction of new mobile network players in the industry, there is limited published information on the relationship between service quality (SQ), customer satisfaction (CS) and behavioural intentions (BI) in South Africa. This study adopted a quantitative research method and a cross-sectional survey design which employed partial least squares structural equation modelling (PLS-SEM) (Smart PLS 2.0) to examine the above-proposed relationships. The study's results show that tangibles (TAN), customer relations (CR), real network quality (RNQ) and image quality (IMQ), as well as CS, are significantly related in the South African mobile telecommunication industry. This study's results show that the relationship between the constructs of SQ together, reasonably influence CS, which also influences the likelihood to recommend and switching intentions in the South African mobile telecommunication context. This study's results have managerial implications. An SQ-CS-BI model is proposed and validated using Smart PLS.