Factors Influencing Customer’s Satisfaction towards Broadband Services

Abstract

This study examined the factors that influenced the satisfaction of broadband services among
service providers of broadband in Beijing, China. There is limited research literature on
customer satisfaction with broadband in China. This is also the gap due to the limited
literature on customer satisfaction and broadband in China. From the above information
analysis, it is necessary to research this subject. The focus of this research was on major factors
towards customer satisfaction with broadband in China. This research used primary data and
individuals as the unit of analysis to answer the research objectives. 395 completed
questionnaires were collected from the samples located in Beijing. Data were further analyzed
and the hypotheses were tested using Multiple Regression Analysis under SPSS. The finding
of the research had demonstrated that all hypotheses namely price, perceived quality, brand
awareness and customer service were significant in influencing the satisfaction of broadband
service in China. This study found out that the most important impact on customer
satisfaction came from customer service. The regression equation model was also proposed
at the end of the study. The findings provide some contributions to the academicians and
practitioners alike.