Mensuração das relações da satisfação dos clientes de operadora de telefonia celular

Abstract

In order to win customer loyalty, companies are relentlessly trying to maximize customer satisfaction. Therefore several models were developed to quantify that satisfaction. This study uses one of these models, the ECSI, that seeks to measure the relationships involving the satisfaction of mobile phone customers. To develop this work, a descriptive survey based on the method Partial Least Squares-Path Modeling was carried out. This method is characterized by robustness for use with structural models comprised of data lacking normality. Inputs were collected with questionnaires completed by 372 randomly selected customers of a mobile phone operator in the city of Santa Maria, Rio Grande do Sul. Results indicate that the constructs of perceived quality and perceived value had the greater impact on customer satisfaction. Further, Customer satisfaction is the main factor responsible for the formation of loyalty, followed by Complaints and Image. It was also noted that there is no meaningful distinction in perceptions of satisfaction between the group of men and women.