Managing Cellphone Services for Customer Satisfaction: Evidence from the Base‐of‐the‐Pyramid Markets

This study investigates how value‐added services (VAS) and customer care services (CCS) moderate the association between satisfaction with the core telephone service and overall customer satisfaction in base‐of‐the‐pyramid (BOP) markets. We propose that customers respond to VAS and CCS differently due to variations in price evaluations of these services. We further examine how the interactions among the service dimensions may differ for local...