Consumer Satisfaction for Internet Service Providers: An Analysis of Underlying Processes

Abstract

A key managerial challenge, of interest to academics and practitionersalike, is the assessment and management of customer satisfaction.In this paper, we examine the underlying processes involving consumersatisfaction and switching patterns among ISPs using different satisfactionmodels, including the expectations-disconfirmation model, the attributionmodel, and an affective model. Our results indicate that the satisfactionlevels of ISP consumers are generally relatively low, despite thefact that consumer expectations of ISPs are also low, reflecting“mediocrity” in the marketplace. In addition, consumers attributetheir dissatisfaction to ISP indifference and believe that managingdissatisfaction is within the control of the ISP. Moreover, “affective”factors play an important role in satisfaction processes and switchingbehavior. Customer service including technical support and responsivenessof service staff is an important “determinant” factor in ISP selection.We suggest that as the ISP market matures, service providers thatpay attention to affective factors and to building “relationships”with their customers will have a competitive advantage in the marketplaceof the future.