Moderating Role of Demographic Characteristics on Customer Satisfaction in Telecommunications Industry

Customer satisfaction is an important strategic objective for all the firms. Previous studies have investigated the factors responsible for customer satisfaction in various contexts. However, most research on this relationship has largely neglected the issue of moderator variables. Addressing the question of how do demographic characteristics influence the strength of the relationship between perceived value and satisfaction is the main purpose of this paper. Using questionnaire survey, the effect of demographic characteristics (gender, age, family status, education, and income) on perceived value of mobile services and customer satisfaction has been analyzed. The sample consisted of 500 Airtel customers in chittoor district. The empirical results show that there is association between demographic characteristics and customer satisfaction. The findings of this study provide some understanding to brand managers and academia on the effect of demographic characteristics on consumer purchasing behavior.