Abstract

Customer satisfaction is a major concern for most mobile network operators due to the increasing competition in the mobile services industry. As a result, companies have chosen to exploit data as a means to better understand customer needs. Qualitative and Quantitative methods have been employed to understand customer satisfaction in the mobile services sector. However, the efficiency of these methods is arguable due to the increasing competition in the mobile services sector. This study proposes a novel approach to addressing customer satisfaction in the mobile services industry. The design science research paradigm is applied as an overarching design methodology with the application of the SoMeDoA framework to uncover the determinants of customer satisfaction in the mobile services industry. The effectiveness of applying the SoMeDoA framework to uncovering customer satisfaction determinants is validated with a number of interviews as a means to fulfil the steps of Design Science Research. Dataset for this study is captured from Twitter. Tweets about the five major mobile services companies in the UK are extracted for a given time period and analysed. Data analysis is able to show the most crucial determinants of customer satisfaction. In addition, more interesting insights are uncovered during the analysis and evaluation of this study.

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