Utilitarian Mobile Information Services are Modeled Better by The ACSM than Hedonic Services on a Cross-National Comparison

Fumiyo N. Kondo, Hisashi Ishida and Qazi Mahdia Ghyas

Abstract:

Customer satisfaction and loyalty on mobile information services have been investigated in academic literature. However, there is not much research on the satisfaction factor focusing on multiple utilitarian or hedomic services on a cross-national basis. This research examines the antecedents of customer satisfaction and loyalty through a survey of young adult mobile users in Japan and the United States by modifying the American Customer Satisfaction Model (ACSM). The result showed that utilitarian mobile information services are modeled better by the ACSM than by hedonic services on a cross-national basis. For those services, all of the paths in the estimated models for Japan and the United States were statistically significant except three non-significant paths for both countries and an additional non-significant path from Perceived Expectation to Customer Satisfaction for the United States. On the other hand, for hedonic mobile information services, a different non-significant path to Customer Satisfaction for each country was observed. In summary, the ACSM framework is more useful for utilitarian services on a cross-national basis than for hedonic services. We investigated the antecedents of the common factors for two countries on customer satisfaction of multiple utilitarian or hedonic services. Our results may provide useful implications for global marketing in terms of user satisfaction and loyalty.

Introduction