Refinement of the customer satisfaction index for mobile phone service in China

This study proposed and tested a refined customer satisfaction index (CSI) for the mobile phone service industry in China. Data were collected from 1,440 randomly selected mobile phone subscribers through telephone interviewers using customer lists of the two primary mobile phone service companies. Results showed the validity of adding the perceived equity construct to the CSI model. Corporate image was found to have a direct positive impact on customer loyalty; and customer satisfaction was influenced by corporate image, perceived value, and perceived equity. This study contributed to the continued refinement of CSI and derived practical implications for mobile phone service providers.