Investigation the Relationship among Mobile Value-added Services Quality, Customer Satisfaction and the Continuance Intention: Case Study, Hamrah Avval Operator

Understanding the antecedents and consequences of customer satisfaction in the mobile communications market is important. This study explores the effects of service quality, trust and perceived value on customer satisfaction, which, in turn, affects continuance intention of mobile services. Service quality and customer satisfaction were measured by multiple dimensions. A research model was developed based on this multidimensional approach and was empirically examined with data collected from about one 237 users of mobile value-added services in Tehran university. Results show that all two dimensions of service quality (interaction quality and outcome quality) and perceived value have significant and positive effects on customer satisfaction while only one dimension of service quality (environment quality) and trust have no effect on customer satisfaction.