The Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Mobile Telecommunication Service in Vietnam

Main Article Content

Tram Van Hung

Abstract

This paper focuses on identifying some the factors affecting customer satisfaction and behavioral intentions in using mobile telecommunication service in Vietnamese and It examines various stimuli, namely, value factors as expressed in terms of product offer and price and service quality dimensions. Nowadays customers have to face the situation how to choose the best mobile telecommunications service which is provided by many mobile telecommunications service companies. In addition, the mobile telecommunications service companies also face the situation that to meet the customer satisfaction in order to increase the market share. So, managers of telecom companies should be conscious of the factors affecting customer satisfaction and behavioral intentions in building these strong relationships.


Before time there are a few studies relationship to the factors affecting customer satisfaction and their influence on customers’ future behavioral intention in the Vietnam mobile telecommunication industry. Therefore, nowadays this study seeks to explore which factors affect customer satisfaction in using mobile telecommunications. Furthermore, the research aims to investigate the relationship between customer satisfaction and behavioral intentions in mobile telecommunications service.


This study was based on the customer’s perspectives and their experiences with mobile telecommunications service in Vietnam. Questionnaire as data collection tool was used in the conduction of this study. The findings indicated the perceived value; some elements of service quality and marketing mix play the key role in customer satisfaction. Especially, tangible, reliability and assurance of service quality are significant to customer satisfaction. Regarding to the marketing mix, only product, process, and physical evidence are significant to customer satisfaction in mobile telecommunications service in Vietnam. In addition to this, the findings also indicated that customer satisfaction plays a key role in determining customer behavioral intentions.

Article Details

How to Cite
Hung, T. V. (2021). The Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Mobile Telecommunication Service in Vietnam. International Journal of Multidisciplinary in Cultures & Religions Studies, 2(2), 67–78. Retrieved from https://so04.tci-thaijo.org/index.php/ijmcr/article/view/255394
Section
Articles

References

Ajzen, I. (1985). From Intention to Actions: A Theory of Planned Behavior. In J. Kuhland J. Beckmann (Eds.). Action Control: From Cognition to Behavior. Berlin: Springer.

Andreassen, T.W. & Lindestad, B. (1998).The Effect of Corporate Image in the Formation of Customer Loyalty. Journal of Service Management, 8(4), 310–323.

Bearden, W.O., & Jesse, E.T. (1983). Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, 20(1), 21-28.

Berman, B. (1996). Marketing Channels. New Jersey: John Wiley & Sons.

Collier, J.E., & Bienstock, C.C (2006). Measuring Service Quality in e-Retailing. Journal of Service Research, 8(3), 260-275. https://doi.org/10.1177/1094670505278867

Copley, P. (2004). Marketing Communications Management: Concepts and Theories, Cases and Practices. Oxford: Butterworth-Heinemann.

Kotler, P., & Keller, K. (2006). Marketing Management. (12th ed.). New Jersey: Pearson Education.

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: The McGraw-Hill.

Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1996). Service Marketing. New York: Harper Collins College.