Title: Customer satisfaction and recommendation behaviour: the case of MTN in Iran

Authors: Masoud Karami; Somaye Maleki; Keyvan Tajeddini; Maryam Hejazinia; Shiva Rasoulian

Addresses: School of Management, University of Tehran, P.O. Box 631114155, Tehran, North Kargar, Adjacent Paul Nasr (Geisha), Tehran, Iran ' Ershad-e-Damavand University, P.O. Box 1315793861, No. 40, Shohadaye Jandarmery St., Abureyhan St., Enghelab Ave., Tehran, Iran ' Faculty of Psychology and Education, Allameh Tabatabai University, Pardis, Dehkadeh Olampic Blvd., P.O. Box 1489684511, Tehran, Iran ' School of Management, University of Tehran, P.O. Box 631114155, Tehran, North Kargar, Adjacent Paul Nasr (Geisha), Tehran, Iran ' School of Management, University of Tehran, P.O. Box 631114155, Tehran, North Kargar, Adjacent Paul Nasr (Geisha), Tehran, Iran

Abstract: The main purpose of this research is to investigate whether there is a relationship between mobile subscribers' satisfaction and recommendation behaviour. To examine this association, multiple regressions were used; also, both exploratory and confirmatory factor analyses were undertaken to represent a scale measuring subscribers' satisfaction and recommendation behaviour. Furthermore, the impact of perceived value, interactivity and ease of use on subscribers' satisfaction was examined. The results revealed the impact of subscribers' satisfaction on recommendation behaviour of Iranian consumers. The context in which the study was conducted was Iran, using MTN-Irancell and Hamrah-e-Avval (MCI) subscribers as the sample.

Keywords: customer satisfaction; recommendation behaviour; mobile networks; mobile subscribers; perceived value; interactivity; ease of use; mobile communications; Iran; cell phones; mobile phones; MCI.

DOI: 10.1504/MEJM.2014.060534

Middle East Journal of Management, 2014 Vol.1 No.3, pp.276 - 297

Received: 06 Nov 2013
Accepted: 29 Nov 2013
Published online: 17 Jun 2014 *

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