Marketing Mix Drivers of Clients Satisfaction in Technology-Enabled Service: Study of Nigerian GSM Subscribers
Source: Universiti Utara Malaysia
Rapid diffusion of mobile telephone services is accompanied with low satisfaction and high switching behavior many markets. Despite the popularity of technology diffusion studies in marketing literature, limited research concentrate on the impact of marketing mix variables vis-à-vis clients' satisfaction. Much fewer studies were conducted in developing nations. This paper investigates the influence of marketing mix on clients' satisfaction with innovation adoption in Nigerian GSM market. Building on Technology Adoption Life-Cycle Model and extensive literature review, six constructs were theoretically developed and statistically validated.