Determinants of customer satisfaction of mobile network providers in Cambodia: a study of hybrid model of structural equation modeling (SEM) and artificial neural network (ANN)

Cambodians have experienced a major transformation in technology and modernization in the past two decades. On top of that, the emergence of convenient mobile devices such as smartphones and laptops has facilitated the considerable growth of the telecommunication services market. However, challenges and competition among all parties offering mobile network services are becoming more intense. Therefore, each mobile network service provider needs to develop effective marketing strategies to maintain its competitive advantage over its competitors, and that is why customer satisfaction is being noticed and valued, as customers are the real judge of the profits and growth of companies. The purpose of this study was to determine customer satisfaction with mobile service providers. The results of this study are based on data collected online from 1089 respondents who reside in Phnom Penh, Cambodia. We employed the Statistical Package for the Social Sciences version 25 (SPSS 25) and Analysis of Moment Structures version 23 (AMOS 23) to analyze the data. Employing structural equation modeling (SEM), the study found that perceived quality, corporate image, generic requirements, price, and flexibility are positively related with customer satisfaction of mobile network service providers. Finally, we adopted the artificial neural network (ANN) to ensure the accuracy of the SEM, and we found that corporate image is the strongest drivers of customer satisfaction of mobile network providers followed by flexibility, perceived quality, generic requirements, and price.