The quality of the mobile service and the satisfaction of users in El Oro province
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Abstract
The mobile phone service in Ecuador has experienced significant growth over the past decade; however, it also faces serious issues regarding service quality and customer satisfaction, as evidenced by records on social networks and reviewed academic studies. In this descriptive, non-experimental, cross-sectional research, the objective was to understand the quality of mobile phone services, addressed through nine dimensions (Phone calls, Text messages, Mobile data, Customer service from call centers, Customer service at agencies, Advertising, Plan offerings, Accessibility through physical stores, and Accessibility through digital media), and its impact on satisfaction levels measured through the NPS. The study focused on a sample of 311 individuals born or residing for at least five years in El Oro province, and/or foreigners who have completed the immigration registration and are eligible to have a mobile phone number. The results of this research showed that Claro is the mobile service operator with the largest number of clients, Tuenti is where the most satisfied customers are found, CNT is preferred for postpaid plans, Movistar is the best at retaining customers, while AkiMOVIL and MAXIplus were not preferred by any individual. Additionally, the study demonstrated the relationships between gender, age range, marital status, and the highest level of education attained, with perceived quality and satisfaction levels.
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Jorge Fabian Armijos-Romero , Universidad Técnica de Machala - Ecuador
https://orcid.org/0009-0005-9284-671X
Student graduated from the Faculty of Business Sciences, Business Administration degree (2015-2022)
Wilton Eduardo Romero-Black, Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0001-5200-1361
Industrial Engineer, Research professor at UTMACH, professor of the Quality Management, Production Administration and Environmental Management chairs; PhD candidate in Environmental Science and Technology in Coruña-Spain, Project Manager for Relations with society, Industrial Technical Advisor with 5 years of experience in the industrial sector and 12 years in education and more than 10 investigations in the area of knowledge
Norman Vinicio Mora-Sanchez, Universidad Técnica de Machala - Ecuador
http://orcid.org/0002-2814-2751
PhD in Business Administration (UNMSM),
Master of Business Administration (UTMACH),
Commercial Engineer in Business Administration (UTMACH),
Bachelor of Business Administration
Chief Financial Administrative Officer of the Municipal Health Directorate GAD Machala (2001-2009)
Manager in Charge of EMSA GAD Machala (2009)
Former Coordinator of the UTMACH-MIPRO agreement (2014-2016),
Former University Extension Coordinator (2008-2010),
Professor at UTMACH since 1998
e-mail: nmora@utmachala.edu.ec;
vini.21173@hotmail.com
Liana Carola Sánchez-Cabrera, Universidad Técnica de Machala - Ecuador
Commercial Engineer, Research Professor at UTMACH, Professor of the Departments of Finance, Financial Administration; pursuing a Doctorate in Business Administration, Coordinator of the Business Administration Career with 5 years of experience
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