Analysis of Mobile Telephone User Satisfaction in Mato Grosso do Sul: Application of Structural Equation Modeling

Objective: Evaluate the satisfaction of postpaid mobile phone users in Mato Grosso do Sul, using Structural Equation Modeling (SEM) to analyze the factors influencing this perception, based on the 2021 ANATEL satisfaction questionnaire and the ACSI model. Theoretical Framework: Customer satisfaction is essential for the competitiveness of mobile phone companies. Perceived quality, consumer expectations, and perceived value are key factors that impact satisfaction. The ACSI model underpins the analysis of the relationships between these variables. Method: The research combines qualitative and quantitative methods, with data from ANATEL on consumer profiles and their evaluations. The analysis was performed using SEM, testing the relationships between expectations, perceived quality, perceived value, and overall satisfaction, with a Cronbach's alpha coefficient of 0.95. Results and Discussion: Perceived quality has a positive impact on overall satisfaction, but the relationship with perceived value was not significant. Expectations influenced both quality and perceived value, but not overall satisfaction. Perceived value had a strong influence on satisfaction. Research Implications: The research helps operators improve the customer experience by showing that increasing perceived quality and perceived value can enhance satisfaction and loyalty. Originality/Value: This study applies SEM to explore the relationships between variables in the mobile phone context, using ANATEL data, and provides valuable insights for business strategy application in a competitive market.