The perceived service quality, satisfaction and behavioural intent towards cellphone network service providers : a generational perspective

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dc.contributor.author Petzer, D. J.
dc.contributor.author De Meyer, C. F.
dc.date.accessioned 2012-10-08T08:34:25Z
dc.date.available 2012-10-08T08:34:25Z
dc.date.issued 2011-09
dc.identifier.citation Petzer, D. J. & De Meyer, C. F. 2011. The perceived service quality, satisfaction and behavioural intent towards cellphone network service providers : a generational perspective. African Journal of Business Management, 5(17):7461-7473 en_US
dc.identifier.issn 1993-8233
dc.identifier.uri http://hdl.handle.net/10210/7788
dc.description.abstract The importance of providing customers with quality services in order to satisfy them and encourage future purchases is well documented in literature. Yet, the cellphone network provider industry of South Africa seems to be riddled with service quality problems. This study aims to determine different generations’ perceived service quality of services and satisfaction levels with services provided by cellphone network service providers, as well as their behavioural intentions towards these providers. The study furthermore examines the correlations between these three constructs and uncovers significant differences between different generations. Data was collected from 2339 respondents by means of a self-administered questionnaire. Young Generation Y consumers perceive the service quality levels and service satisfaction levels of these providers as significantly lower than other generations. This is also true for their behavioural intent. Significant correlations also exist between the generations’ perceived level of service quality they experience, their perceived level of satisfaction with, and their behavioural intent towards providers. This implies that providers should strongly focus their efforts on satisfying the needs, and improving the service satisfaction of young Generation Y consumers in order to retain them in the future. Providers should also vary marketing strategies based upon the differences uncovered between the generations. en_US
dc.language.iso en en_US
dc.publisher Academic Journals en_US
dc.rights Academic Journals, 2011. Available online at http://www.academicjournals.org/AJBM en_US
dc.subject Generation X en_US
dc.subject Generation Y en_US
dc.subject Service quality en_US
dc.subject Service satisfaction en_US
dc.subject Cellphone network service providers en_US
dc.subject Baby boomers en_US
dc.title The perceived service quality, satisfaction and behavioural intent towards cellphone network service providers : a generational perspective en_US
dc.type Article en_US

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