Title: Does a difference in the number of response categories change the results for ACSI in the mobile phone sector?
Authors: Cetin Kalburan; Selcuk Burak Hasiloglu; Ahmet Bardakci
Addresses: İktisadi ve İdari Bilimler Fakültesi, Pamukkale University, Kınıklı Kampüsü 20070, Pamukkale-Denizli, Turkey ' Department of Management Information Systems, İktisadi ve İdari Bilimler Fakültesi, Pamukkale University, Kınıklı Kampüsü 20070, Pamukkale-Denizli, Turkey ' Department of Business, İktisadi ve İdari Bilimler Fakültesi, Pamukkale University, Kınıklı Kampüsü 20070, Pamukkale-Denizli, Turkey
Abstract: This study aims to contribute to making customer satisfaction measurement more efficient in the mobile phone sector. For this purpose, data were collected from 3,342 mobile phone users living in five different cities in Turkey. A self-administered questionnaire was used in this study. Five different surveys were used, with the same questions but with different categories of response (4-, 5-, 6-, 7-, and 10-point scales). The research instrument items were adapted from the American customer satisfaction index (ACSI). With the dataset of each response category, the models were installed and subsequently compared. The originality of the study is due to the comparison of the models created with different datasets. According to the findings obtained, different response categories did not make a considerable difference in the measurement of customer satisfaction.
Keywords: customer satisfaction; American customer satisfaction index; ACSI; response categories; mobile phone sector.
International Journal of Mobile Communications, 2019 Vol.17 No.6, pp.746 - 759
Accepted: 24 Jun 2018
Published online: 02 Sep 2019 *