Aplicación del modelo ACSI para la medición del nivel de satisfacción de los usuarios de smartphone en la empresa C.M.A.CELL.

Abstract

The research was based on the application of the American Consumer Satisfaction model Index (ACSI) with the objective of measuring the level of satisfaction of smartphone users of the company C.M.A. CELL, this was done by the hypothetical-deductive method with a research mixed approach, a survey of 22 questions was applied to a sample that was collected from the company's customer database. The sample size was sixty one people, men and women between 20 and 60 years old, from a socio-economic level C, C+ (medium and medium-high), the surveys were applied at a sale point located in Riobamba. For the analysis of data the statistical software SPSS was used, establishing relationships by means of simple, multiple regressions and structural equations. In the results it was evidenced that the quality has a positive and significant correlation with the satisfaction and loyalty of the client of the company. Therefore, the customer service manual was presented in order to standardize the service offered to satisfy the customer, seeking the reduction of complaints and increasing customer loyalty.