Abstract
Telecommunication services play an indispensable role in the modern digital economy, particularly in enhancing connectivity, access to information, and socio-economic inclusion. This study assessed the satisfaction of mobile telecommunications subscribers in the SOCCSKSARGEN region of the Philippines, with a focus on Millennials and Generation Z prepaid users. A total of 633 respondents from major provincial capitals—General Santos City, Koronadal City, Kidapawan City, Isulan, and Alabel—were surveyed using a structured questionnaire. The results showed that 54.30% of respondents were female and 45.70% were male. The most represented age groups were 28–32 (26.70%) and 23–27 years (26.20%), confirming the dominance of younger adult users. Notably, 41.90% of subscribers had maintained their service for eight years or more, reflecting high brand loyalty and long-term service use. General Santos City accounted for 55.00% of the total respondents, indicating a concentration of mobile users in urban centers. Using descriptive statistics, the overall satisfaction level was rated "Very Satisfied" with a mean score of 3.66. Specifically, the highest-rated satisfaction dimensions included access to service information (M = 3.70) and product/service offerings (M = 3.72). Empathy and reliability (M = 3.63) and quick responses (M = 3.61) also received strong approval. The findings suggest that mobile service providers in the region have effectively addressed key service expectations, resulting in positive customer experiences. These insights provide telecom firms and policymakers with valuable guidance for maintaining user satisfaction and addressing service gaps, particularly in less urbanized areas.
