Strategic Implications of Price and Service Quality on Customer Satisfaction in the Cellular Service Industry
Keywords:
Cellular Service Industry, Customer Satisfaction, Service Quality, Strategic Implications, PriceAbstract
This study investigates the strategic implications of price and service quality on customer satisfaction within the cellular service industry. Drawing on a quantitative approach, the research empirically examines the partial and simultaneous effects of price and service quality on customer satisfaction. Data were collected from respondents using a questionnaire and analyzed via simple and multiple linear regression. The findings reveal a significant positive influence of price on customer satisfaction, indicating its substantial individual contribution. Similarly, service quality also exerts a significant positive impact on customer satisfaction. Furthermore, price and service quality jointly and significantly influence customer satisfaction. These results underscore the critical role of both pricing strategies and service delivery excellence in fostering customer satisfaction, offering strategic implications for cellular service providers aiming to enhance competitiveness and long-term customer relationships.
Downloads
References
Anderson, E. W., & Fornell, C. (2000). Foundations of the American Customer Satisfaction Index. Total Quality Management & Business Excellence, 11(7), 869-882.
Bolton, R. N., & Lemon, K. N. (1999). A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction. Journal of Marketing Research, 36(2), 171-186.
Caruana, A. (2002). Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8), 811-828.
Castells, M. (2010). The Rise of the Network Society: The Information Age: Economy, Society, and Culture (Vol. 1) (2nd ed.). Wiley-Blackwell.
Chen, S.-C., & Chang, T.-T. (2012). The Effects of Service Quality, Perceived Value and Customer Satisfaction on Customer Loyalty: An Empirical Study of Mobile Telecommunication Services. Journal of Business Management, 4(1), 1-13.
Ching, J. M., & Hsiao, K.-L. (2015). Determinants of customer satisfaction in the mobile telecommunication industry: Evidence from Taiwan. Journal of Retailing and Consumer Services, 27, 17-27.
Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Antecedents, and Consequences. Journal of Marketing Research, 33(4), 1-18.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Putri, I., & AW, G. A. A. P. (2017). Pengaruh Harga, Promosi dan Kualitas pelayanan terhadap Kepuasan Pelanggan pada Gober Gadget Pocanan di Kota Kediri. Jurnal Simki Economic, 1, 1-15.
Kotler, P., & Armstrong, G. (2008). Principles of Marketing (12th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Lupyoadi, R. (2001). Manajemen Pemasaran Jasa. Salemba Empat.
Monroe, K. B. (2003). The Pricing Strategy: Setting Prices to Create Value (3rd ed.). McGraw-Hill Education.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). McGraw-Hill.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Priyatno, D. (2013). Mandiri Belajar Analisis Data Dengan SPSS. Mediakom.
Rust, R. T., & Oliver, R. L. (2000). Should We Really Abandon the Service-Profit Chain? Journal of Marketing, 64(3), 105-110.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). John Wiley & Sons.
Surbendi, S., & Komara, A. H. (2019). Pengaruh Harga, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Bintang Ponsel Pekanbaru. Kurs: Jurnal Akuntansi, Kewirausahaan dan Bisnis, 4(1), 30-44.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.
Tjiptono, F. (2004). Strategi Pemasaran (Edisi 2). Andi.
Tjiptono, F. (2008). Strategi Pemasaran. Andi.
Tjiptono, F. (2012). Service Management: Mewujudkan Pelayanan Prima. Andi.
Tjiptono, F. (2014). Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Andi.
Wang, Y. S., & Lo, H. Y. (2002). An empirical study of factors affecting internet shopping behavior. Journal of Management Research, 2(1), 17-31.
Wijaya, A. S. (2013). Pengaruh Harga, Kualitas Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada counter HP “Jati Bird” Semarang. Jurnal EkonomiManajemen, 1-11.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services Marketing: Integrating Customer Focus Across the Firm (4th ed.). McGraw-Hill/Irwin.
Published
Data Availability Statement
The data that support the findings of this study are available from the corresponding author upon reasonable request.
Issue
Section
License
Copyright (c) 2025 Fredirikus Timo, Rikhardus Bria Seran, Maria Irene Nabunome (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Taylorian Insights: Journal of Management Review (Taylorian) is committed to promoting the open exchange of knowledge and ensuring that research is freely accessible to the global community. All articles published in Taylorian are therefore licensed under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.
What this license means for authors and readers:
- Open Access: All articles published by Taylorian are made immediately and freely available online to anyone, anywhere in the world, without subscription barriers.
- Author Copyright Retention: Authors retain the full copyright and publishing rights to their work. Taylorian is granted a non-exclusive license to publish the article under the terms of the CC BY-NC 4.0 license.
- Freedom to Share and Adapt (with attribution): Under the CC BY-NC 4.0 license, users are free to:
- Share — copy and redistribute the material in any medium or format.
- Adapt — remix, transform, and build upon the material.
- This is allowed as long as:
- Attribution — Appropriate credit is given to the original author(s) and Taylorian, and a link to the license is provided, indicating if changes were made.
- NonCommercial — The material is not used for commercial purposes.
Why CC BY-NC 4.0?
This license balances broad dissemination and use with the protection of authors' non-commercial rights. It ensures that your research reaches the widest possible audience, increases its visibility and impact, and allows for academic and non-commercial reuse, while respecting the original intent of the work's creation.
For the full legal code of the Creative Commons Attribution-NonCommercial 4.0 International License, please visit: https://creativecommons.org/licenses/by-nc/4.0/legalcode