Modified ACSI satisfaction model in mobile telecommunication sector

Abstract

This work aims to validate a model of satisfaction, the modified American Customer Satisfaction Index (ACSI) on the mobile telecommunication area in Brazil. In this research, the original ACSI model was modified by the inclusion of a construct, the Convenience and also due to the qualitative phase. The exploratory phase was conducted in order to adapt the model to the researched sector and the technique used was focus group. In the quantitative phase a sample of 606 users of cell phone was interviewed: clients of the three mobile telecommunication companies of Minas Gerais, in Brazil. Data statistical treatment was supported by Structural Equations Modeling to analyze plausibility of the new proposed model. The results indicated towards a proposed model validity. The positive relationship of the following variables was supported by data analysis: Quality → Perceived Value, Quality → Satisfaction, Value → Satisfaction, and Satisfaction → Loyalty.