Factors Affecting Customer Satisfaction and Its Level among the Mobile Customers in United Kingdom (UK)

Abstract

In the present days of market economy, proliferation of ICT, convergence of technology and perceptual changes in the mind set of the new generations it is becoming crucial to maintain customer satisfaction. The behavioural footing in customer satisfaction management and maintenance it is becoming important to identify the important factors effecting customer satisfaction. In this research I have found that customer satisfaction level varies among brands of mobile operators and it is seen that a significant number of the young and also the matured are using more than one SIM. It is also found that Service quality, Perceived Value, Price Fairness, Customer Service, Complaint Handling, Trustworthiness, Internal Satisfaction, Knowledge on Customer needs and wants, demographics, and image etc. affect customer satisfaction. Customer satisfaction can give loyal customers and helps in customer retention, which ultimately gives profitable customers.Among the respondents female were comparatively higher than male. Among the present network used by the respondents O2 is highest and followed by Vodafone and Orange. 95% were found to be using mobile and 52% of them use more than one SIM. In case of performance the respondents viewed Vodafone as the top performer in case of Service Quality, and Marketing Communication, whereas, Virgin performed best in case of Customer Care. In all the three parameters of Service Quality, Customer Care, and Marketing Communication Orange performed on the second levels than Vodafone and Virgin. O2 performed third in case of Service Quality, and Marketing Communication.

Keywords: Customer satisfaction, ICT, Mobile Company, United Kingdom, etc.