Influence of Personality on Satisfaction with Mobile Phone Services

We propose a conceptual model that explains the relationship between the users' personality profile and their satisfaction with basic mobile phone services (calls, messages, and simple GPRS/3G services). The model captures direct and indirect effects on satisfaction by means of two variables: actual mobile phone usage and perceived usability of the related services. We empirically validate the model with data gathered from 603 customers of a telecommunication operator, and find that: (1) extroversion, conscientiousness, and intellect have a significant impact on customer satisfaction-positively for the first two traits and negatively for the latter; (2) extroversion positively influences mobile phone usage; and (3) extroversion and conscientiousness positively influence the users' perceived usability of mobile services. Interestingly, usability has the strongest positive impact on satisfaction, whereas mobile phone usage has a negative impact on satisfaction. We discuss key findings of this model and propose several implications for the design of mobile phone services.