A difference between Japan and the US in the Customer Satisfaction Model for Mobile Utilitarian Information Services

Customer satisfaction and loyalty on mobile information services have been investigated in academic literature. However, there are not many researches on the factors with a specific focus on multiple utilitarian services on a crossnational basis. This research examines the antecedents of customer satisfaction and loyalty through a survey of young adult mobile users in Japan and US, respectively by modifying the American Customer Satisfaction Model (ACSM). The result showed that all of the paths in the estimated models for Japan and US were statistically significant except 3 non-significant paths for the both countries and one non-significant path from Perceived Expectation (PE) to Customer Satisfaction (CS) for US. Also, the estimated coefficients for two countries were very similar in general with a difference in the estimate on the above non-significant path of PE-CS. Since we investigated the antecedents of the common factors for two countries on Customer Satisfaction of multiple utilitarian services, our results may provide useful implications for global marketing in terms of user satisfaction and loyalty. KeywordsMobile information services, Utilitarian service, ACSM, Customer satisfaction, Perceived expectation, SEM. Keywords-mobile information services, utilitarian service, ACSM, customer satisfaction, perceived expectation, SEM.