EXPLORING THE DETERMINANTS OF CABLE-TELEVISION SUBSCRIBER SATISFACTION

Cable television subscribers were interviewed by telephone to explore the determinants of subscriber satisfaction. Performance attribute evaluations, complaint call frequency, and cable system characteristics were 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 process for demographic subgroups revealed variation in the pattern of independent variables that emerged as significant across the groups. Implications for cable system operators and future research are examined. It is suggested that confirmation/disconfirmation constructs be further explored in cable satisfaction research.