Abstract:

The rapid diffusion of mobile telephony services is accompanied with changing clients’ satisfaction judgments, low level of satisfaction and high subscriber turn-over rate. Despite the popularity of technology diffusion research in marketing literature, little studies concentrate on the impact of marketing mix variables and clients’ satisfaction in technology-enabled service interface. Additionally, there are limited studies conducted in developing nations. Building on Technology Adoption Life-Cycle Model and extensive literature review, six constructs were theoretically developed and statistically validated. Multiple regression was run on a sample of 373 GSM subscribers drawn from four Nigerian universities. The results revealed that the five marketing mix variables predict 52.5% of the variance on clients’ satisfaction. Furthermore beta coefficient revealed that Core Service (0.38) makes the strongest unique contribution in explaining clients’ Satisfaction followed by Pricing at 0.22, while Distribution (0.072) is the only variable not making significant contribution to the model.