When a customer buys a handset, he/she doesn't just buy a communication device, he/she buys a means to communicate over a distance at any given place and time. This objective can only be achieved by the imultaneous presence of high quality product (provided by handset manufacturer) and high quality service (provided by network provider). A low quality handset may not only affect customer’s satisfaction on the phone manufacturer, it may also lead to customer’s dissatisfaction with the network provider who
is providing the service. Along the development of BlackBerry products in society, the cellular phone network service providers were competing to provide the best services, ranging from the cheap rates
to the level of speed in accessing the internet. Therefore, there is a linkage and a high dependence between the manufacturer of BlackBerry and service providers. If the synergy between the two are not running properly can affect customer satisfaction and lead to expansion of the impact of customer satisfaction with the manufacturer of BlackBerry to the service provider, and vice versa.By examining the moderating effects, the research findings suggest the importance to work with a partner company with comparable product and user image in order to leverage on each other’s strength and maximize the business success. However, particular attention needs to be taken to extend the spillover effect results to other industries as it was found some of the spillover effects are highly related to specific industry context. |