THE EFFECT OF CONSUMER PERCEIVED SERVICE QUALITY ON CONSUMER SATISFACTION IN MACAO'S TELECOMMUNICATIONS INDUSTRY.

The study explored the effect of consumer perceived service quality on consumer satisfaction and word of mouth communication in Macao's telecommunications industry. The sample of the study consisted of 272 consumers. The results of exploratory factor analysis showed that consumer perceived service quality consisted of four dimensions: in-store interactions, after-sales services and convenience, tangibles of store, and network quality. A path analysis showed that consumer perceived service quality was positively related to consumer satisfaction while consumer satisfaction was positively related to word of mouth communication. The study contributes to a deeper understanding of consumer perceptions in Macao's telecommunications industry. [ABSTRACT FROM AUTHOR]