Key variables to enhance the quality of internet service in a region of the interior of the Amazon

Competitiveness driven by technological, economic, social, and environmental factors has changed how customers purchase products and services. This research aimed to analyze variables to enhance the quality of the internet service in a region of the interior of the Amazon, considering the users’ perceptions. To this end, the survey was adopted as a research strategy, and the structural equation modeling method was used to validate the proposed conceptual model. To validate the model, a literature search was carried out, variables of the quality of internet services were selected, and a survey was carried out with users in a region in the interior of the Amazon, totaling 204 respondents. The averages of the variables indicated that the variables "navigation (speed and stability)," "service agility (repair)," and "user support (maintenance)" were the most important perceived in the opinion of internet service users in the region analyzed. On the other hand, those of less importance in the perception of the user were the variables “price of the service,” “warranty time” and “flexibility of the service (package options available).” As for the validated conceptual model, the importance of three relevant constructs was verified: sale, attendance and usability. From a theoretical point of view, the results achieved here can contribute to the expansion of debates in the area of quality in services, and from a practical point of view, the results contribute to the definition and elaboration of the strategic planning of managers involved in the area. Few studies discuss the quality of internet services in a specific region considered lacking in technological infrastructure, such as the interior of the Brazilian Amazon. Keywords: Internet services; quality management; quality in services; technological services; PLS-SEM