JEFMS Journal

ABSTRACT:

This exploration is part of a logic of continuous improvement in customer satisfaction. The aim is to determine the explanatory factors of customer satisfaction in business-to-consumer of mobile telephony services in the Cameroonian context. The documentary research made it possible to identify the theoretical approach. A sample survey helped in the methodological approach to data collection via a questionnaire administered to a convenience sample made up of 399 mobile phone subscribers. The structural equation model for testing hypotheses is used and the results show that the processing of customer complaints and the perceived quality of service better explain the overall customers satisfaction in business-to-consumer in the Cameroonian context.

KEYWORDS:

Determinants, satisfaction, Business-to-consumer, Mobile phone, Service.

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