Application of disconfirmation theory on customer
satisfaction determination model in mobile telecommunication:
case of prepaid mobiles in Iran

Abstract: The conditions for doing business are changing rapidly. In last few years
the mobile telecom market has witnessed a substantial growth and rapid
changes globally as well as domestically. Customer satisfaction is a
critical issue in the success of any business system, hence: one of the key
challenges of this market is how they satisfy and retain their customers and
also manage service quality, which holds a significant importance to
customer satisfaction and their perceived performance. In order for
companies to survive and grow, they must find new ways of thinking, which
has led to doing marketing researches, especially those related to customer
satisfaction.

This thesis tries to find a model which can best describe the customer
satisfaction formation in mobile telecom sector and will apply and evaluate
it in the Iranian market of this area. It will also study the dimensions of
service quality (SERVQUAL) on the perceived performance of the customers in
the market.

For doing so, a survey has been performed on customers of the only prepaid
mobile service operator in Iran, questionnaires were distributed among them
and the results analyzed based upon the proposed research questions and
hypotheses, and finally the conclusions and implications were made.