EXPLORING THE DETERMINANTS OF CABLE-TELEVISION SUBSCRIBER SATISFACTION

Cable television subscribers were interviewed by telephone to explore the determinants of subscriber satisfaction. Performance attribute eva luations, complaint call frequency, and cable system characteristics w ere examined as antecedents of overall satisfaction with cable service . Several performance evaluation measures emerged as strong predictors of subscriber satisfaction. Analysis of the satisfaction formation pr ocess for demographic subgroups revealed variation in the pattern of i ndependent variables that emerged as significant across the groups. Im plications for cable system operators and future research are examined . It is suggested that confirmation/disconfirmation constructs be furt her explored in cable satisfaction research.