Customer Perceived Values and Relationship Marketing: An Analysis of the Internet Service Industry

Abstract

This study explores the relationship between customer perceived values in the internet service industry and customer satisfaction. It investigates customer expectations and preferences when choosing an Internet Service Provider (ISP) and resultantly identify key attributes influencing satisfaction. Customers prioritize performance, flexible communication, credibility, security, and reliability, and expect ISPs to offer stable connections, transparent pricing, and good reputations. Among these attributes, company reputation is the only attribute that consistently meets their expectations. ISPs should focus on enhancing and effectively communicating attributes that customers value most to attract and satisfy them. Performance and reliability are critical for customers considering switching ISPs. The study identifies 18 elements positively impacting customer expectations. These elements encompass performance-related factors, reliability, responsiveness, access, courtesy, security, understanding customers, and tangible aspects of the service. The study, although not limited to one country, primarily focuses on Finland. Despite high internet service satisfaction, still a segment of customers in Finland consider switching ISPs, with performance and reliability being key factors.