DETERMINANTS OF CONSUMER SATISFACTION IN POSTPAID MOBILE TELEPHONY SERVICES: EVIDENCE FROM THE STATE OF AMAPÁ

Abstract

This study analyzes the determinants of Overall Satisfaction among postpaid mobile telephony consumers in the state of Amapá, based on the perceived quality dimensions defined in the regulatory model of the Brazilian National Telecommunications Agency (Anatel). The research is characterized as quantitative, descriptive, and explanatory, using aggregated secondary data from Anatel’s Perceived Quality and Satisfaction Survey for the year 2023. The analytical approach adopted is variance-based Structural Equation Modeling (SEM), which is consistent with the ecological nature of the data. The constructs were operationalized reflectively, with the structural model estimated through multiple linear regression, a procedure equivalent to the inner model of PLS-SEM. The results indicate that the model exhibits good explanatory power, with Quality of Consumer Information and Service Functioning Quality emerging as the main determinants of Overall Satisfaction, followed by Digital Customer Service Quality. Dimensions related to Billing or Recharge and Telephone Customer Service did not show statistically significant effects at the aggregated level analyzed. These findings reinforce the importance of informational and technical aspects in shaping consumer satisfaction and provide relevant insights for improving regulatory strategies and quality management in telecommunications services.