Service quality, customer satisfaction and behavior intentions: Evidence from China’s telecommunication industry

It is well known that service quality, customer satisfaction and customer value are becoming the most important factors of business success for either manufacturers or service providers. However, many different conclusions have been reached and related studies are rather fragmented, especially with regard to customer value. Furthermore, there are few related studies with service quality, customer satisfaction and customer value and their influences on customers’ future behaviors in the telecommunication industry as the focus. In this paper, attention is paid to the measurement model of service quality in China’s mobile phone market based on the well‐known SERVQUAL model, but with modification on the basis of focus group discussions and expert opinions to reflect the specific industry attributes and the special culture of China. Emphasis is then paid to the study of the dynamic relationships among service quality, customer value, customer satisfaction and their influences on future behaviors after the key drivers of customer value and customer satisfaction are identified. All of them are based on the development of structural equation models by using PLS‐GRAPH Package.