期刊名称：The International Journal of Economic Behavior - IJEB
印刷版ISSN：2069-5756
出版年度：2014
卷号：4
期号：1
页码：139-150
出版社：Faculty of Business and Administration, University of Bucharest
摘要：The present study proposed and test a model that connects both affective and cognitive factors in cellular service to customers’ recommendation behavior. Results of the analysis of data collected through questionnaire from 293 respondents with cellular phones and active account in the Nigerian cellular industry indicate that core cellular service dimensions, service cost (price) and hedonic values are significant determinants of customers’ recommendation behavior. In addition, the study found that customer service and utilitarian value exert negative effect on recommendation behavior. It seems that strengthening the performance of service providers on core service attributes, service cost (price) and the entertainment and emotion evoking aspects of cellular service is of more value in partnering with customer to enlarge customer base through recommendation.
关键词：quality dimension service cost; recommendation behaviour; hedonic value; utilitarian value; cellular phone; service attribute
