An Analysis of ACSI Model on the Processes of Service Quality Presented by Cell Phone Operators Bazrafkan Saraa, Iranban Seyed Javadb, Jafarpour Hediehc aMaster Student of Industrial Management, Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran bAssistant Professor of Industrial Management, Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran cAssistant Professor of Statistics, Department of Mathematics & Statistics, Shiraz Branch, Islamic Azad University, Shiraz, Iran Online published on 6 August, 2014. Abstract This study proposes an ACSI model, which is adapted from the main ACSI with mobile phone services in IAU-Shiraz. The results of the CSI model as a whole can be a valuable guide for cell phone operators in formulating competitive strategic marketing. We applied the first CSI model as an academic research project. This model also allows the cell phone operators to understand the specific factors that significantly influence overall customer satisfaction by reading the causal relationships in the new ACSI model. The responses were collected using a structured questionnaire from 375 mobile subscribers in Islamic Azad University in Shiraz-Iran. The results also suggest that PQ may be more important than other factors (e.g. PV or CE) in determining customer satisfaction. So, an operator must first understand how customers perceive and evaluate its service quality. That is, the operator must answer customer's complaint. Top Keywords Customer satisfaction index, Cell phone, ACSI model. Top |