Measuring Customer Satisfaction and Loyalty through Student Perception on Mobile Broadband Usage Based On Consumer Satisfaction Index Model

The success of a company in today’s high level of competition requires the company to gain trust of consumers. Customer satisfaction and loyalty are crucial in order for a company to gain competitive advantages. Similarly, in the attempt to gain competitive advantages, providers of mobile broadband services should determine the extent of consumer perceptions of the services they provide. Thus, measuring the perception of satisfaction and loyalty, especially the use of mobile broadband services is the goal of this study. Exploratory research method was used towards respondents, which involved 148 students. Data were analyzed using Structural Equation Modeling (SEM), component-based Partial Least Squares (PLS). The results show that the variables of complaint, customer expectation, loyalty, perceived quality, customer satisfaction, and perceived value are significantly influential in shaping customer satisfaction and loyalty upon the use of mobile broadband services.