Evaluation of User Satisfaction with Mobile Telephony in the State of Goiás Through Structural Equation Modeling

Objective: This study aims to investigate the satisfaction of post-paid mobile phone users in the State of Goiás, analyzing the interrelationships between perceived quality, perceived value, and consumer expectations. Theoretical Framework: The study addresses fundamental concepts related to customer satisfaction, perceived quality, and the relevance of expectations in the service sector. It emphasizes the need for operators to understand the main factors influencing the perception of quality, taking into account regional variations in consumer preferences. Method: The research employed Structural Equation Modeling (SEM) to analyze data obtained from the Anatel satisfaction survey of 2021, involving 172 respondents. The reliability of the questionnaire was validated through Cronbach's alpha coefficient. Results and Discussion: The results indicated that perceived quality does not have a direct and significant effect on the overall satisfaction of users. In contrast, both perceived value and expectations showed significant relationships with satisfaction. This suggests that operators should prioritize clarity in information and agility in service to enhance the customer experience. Research Implications: The implications highlight the necessity for operators to adjust their practices to more effectively meet the specific demands of consumers, promoting greater transparency and efficiency in the services offered. Originality/Value: This study contributes to the understanding of the factors influencing customer satisfaction in the telecommunications sector, highlighting the importance of managing expectations. Additionally, it suggests directions for future research, including the application of statistical methodologies and artificial intelligence approaches to deepen the analysis of variables related to customer satisfaction.