Using SIMCTS framework to model determinants of customer satisfaction: a case in an ISP

In this paper we describe a call center simulation case study that uses real data obtained from an Internet Service Provider (ISP). The case study is conducted using SIMCTS (Simulation Modelling and Analysis of Customer Satisfaction Patterns for Telecommunication Service Providers) framework [25]. The applicability of this framework to model ISP business scenario is discussed in detail. The simulation case study reveal that the dimensions of service quality have huge impact on customer satisfaction and also provide valuable insight in to gap analysis of customer perception and expectation. Various key satisfaction variables in relation to call center are modelled using SIMAN simulation language and ARENA simulation software. The simulation case study investigates service quality dimension, technical (or) functional service quality and their role in evaluation of overall satisfaction judgment. The simulation model collects transient performance measures which can be used to make competitive marketing decisions.