Antecedences and consequences of customer satisfaction in mobile telecom services using PLS-SEM and NCA: the moderating role of involvement with ICTs

Purpose – This study aims to examine the antecedents [such as service quality (call), network quality (internet), perceived value, and corporate image] and consequences [such as electronic word of mouth (eWOM), customer loyalty and postpurchase intention] of customer satisfaction with mobile telecommunication services, as well as the moderating role of customer involvement with Information and Communication Technologies (ICTs) between customer satisfaction, eWOM, customer loyalty and postpurchase intention. Design/methodology/approach – The authors collected 295 usable mobile service user questionnaires and analyzed the data with partial least square-structural equation modeling and necessary condition analysis (NCA). Findings – Service quality (call), perceived value and corporate image significantly affect and are necessary conditions for customer satisfaction. In contrast, network quality (internet) is a necessary condition but does not have a significant effect on customer satisfaction. In addition, customer satisfaction influences eWOM, customer loyalty and postpurchase intentions but these are not necessary conditions. Finally, the results demonstrated that customer engagement with ICTs moderates the relationship between customer satisfaction and eWOM. Originality/value – To the best of the authors’ knowledge, this is the first study to include the service quality of mobile phone calls and the network quality of the internet connection in the formation of customer satisfaction and its subsequent influence on eWOM, customer loyalty, and postpurchase intention through dual partial least squares structural equation modeling and NCA methodological approaches. In addition, the results indicate that customer engagement with ICTs moderates the relationship between customer satisfaction and eWOM.