Customer satisfaction with mobile operators’ services in Lithuanian rural areas

ISSN 1691-3078 print. ISSN 2255-9930 onlineIn tough competitive conditions of Lithuanian mobile services market, customer satisfaction becomes one of the most important factors for customer retention and attraction. Lithuanian mobile market can be described as being in a maturity stage of its life-cycle: the prices and services of different mobile operators are quite similar. However, the network coverage and signal strength differs – main differences can be observed in rural areas of the country. Therefore, the scientific problem solved in the article is: what factors affect customer satisfaction with mobile operators’ services in Lithuanian rural areas? The aim of this paper is to assess customer satisfaction with mobile operators’ services in Lithuanian rural areas determining its antecedents and consequences. Questionnaire survey is provided to reach the aim. The research results show that the level of customer satisfaction with mobile operators’ services in Lithuanian rural areas is moderate. Customer perceived quality and perceived value are found to be two most important factors affecting customer satisfaction with mobile operators’ services in Lithuanian rural areas. Despite the moderate customer satisfaction, the level of customer loyalty with mobile operators’ services in Lithuanian rural areas is high. Research results indicate that customer expectations and companies’ image are managed properly and do not need improvement in order to enhance customer satisfaction and / or loyalty with mobile operators’ services in Lithuanian rural areas. Moreover, customer complaints are also managed properlyMarketingo katedraVytauto Didžiojo universiteta