A Gender Perspective on the Relationship Between Factor Level and Ove...

According to the well-known Kano model, there are three categories of customer satisfaction (CS) that each affect overall CS differently: basic, performance and excitement factors. CS itself is a cognitive task and the result of the comparison between expectations and performance in line with the theoretical approach of the expectancy disconfirmation model (ED model). CS is connected with various expectations and their confirmation or disconfirmation for different customer segments. Although a considerable amount of literature has been published on gender differences in information processing, the moderating role of gender in CS formation has been insufficiently studied so far. Thus, the author reports on an empirical study with 236 customers that investigates the factor structure of customer satisfaction with the mobile service provider according to gender. The target group used to investigate this research question was drawn out of the German speaking SoSci e-panel (https://www.soscisurvey.de/panel/researchers.php). The results emphasise the importance of taking a gender perspective into account for identifying value-enhancing elements of services offered by mobile service providers. The findings have implications for theory and practice of customer satisfaction and customer retention management for mobile service providers.