Abstract
Purpose – The study investigates the extent to which the satisfaction/delight experienced
by customers of cell phone network service providers is influenced by their perceptions
of the networks’ employee service delivery skills and the value that the customers derive
from the networks’ offerings. In turn, the influence of the extent of their satisfaction/delight
on future behavioural intention is determined.
Design/methodology/approach – An explanatory research design was followed and
data was collected from satisfied/delighted cell phone network service provider customers
using self-administered questionnaires. A total of 593 responses were suitable for
analysis. An exploratory factor analysis was used to uncover the interrelationships
between the items measuring the study’s constructs. Furthermore, the measurement and
structural models were assessed.
Findings – Perceived employee service delivery skills and value significantly and
positively influence customer satisfaction/delight experiences, while customer
satisfaction/delight experiences significantly and positively influence their behavioural
intentions.
Research implications – The model tested confirms the hypothesised relationships
between perceived employee service delivery skills, perceived value, customer
satisfaction/delight experiences and behavioural intentions of cell phone network
customers. Customer satisfaction/delight experiences are linked to their two antecedents
(perceived employee service delivery skills and value) and their outcome, behavioural
intention.
Managerial implications – The findings assist cell phone network service providers in
understanding how perceived employee service delivery skills and value can foster
customer delight, ultimately leading to positive behavioural intentions from customers.
Originality/value – The study focused only on satisfied customers and determined the
interrelationships of the extent to which they encounter customer satisfaction/delight
experiences and related constructs. Few research studies, however, have examined how
customer satisfaction/delight experiences relate to the antecedents and outcome.
Keywords Perceived employee service delivery skills, Perceived value, Customer
satisfaction, Customer delight, Customer satisfaction/delight experiences, Behavioural
intention, Cell phone network service provider.