Thirty Third International Conference on Information Systems, Orlando 2012 Completed Research Paper ! School of Business Administration 342 Elliott Hall Oakland University Rochester, MI 48309 (khuntia@oakland.edu) " !# Robert H. Smith School of Business 4324 Van Munching Hall University of Maryland College Park, MD 20742 (smithas@rhsmith.umd.edu) ! $%&" Robert H. Smith School of Business University of Maryland Van Munching Hall College Park, MD 20742 (ragarwal@rhsmith.umd.edu) %#!’ ( ’) President and Chief Editor ICT Publications B235 Sector 32, Gurgaon, Haryana 122001, India (pkr@cybermedia.co.in) #!%*! In this study, we investigate how IT!enabled service augmentation influences customer satisfaction for cell phone services in Base!of!the!Pyramid (BOP) markets. We conceptualize value added service and customer care as two components of service augmentation. In spite of the acknowledged competitive significance of digital services, the impact of service augmentation on customer satisfaction remains an unexplored area of research. Arguing for price! and relational! evaluations, we develop hypotheses for a substitution effect of value added services, and a complementary effect of customer care, on the relationship between core service and customer satisfaction. Specific to the BOP market context, we argue for a differentiated influence of service augmentation for different categories of providers. We empirically examine and find support for the hypothesized relationships using an archival data set from surveys of cell phone customers in seven South Asian BOP markets. We discuss the managerial implications and contributions of the findings. +)&’%,# Cell phone service, digital service, BOP market, service augmentation, core service, peripheral services, value added service, customer care, customer satisfaction. brought to you by CORE View metadata, citation and similar papers at core.ac.uk provided by AIS Electronic Library (AISeL)