Purpose - The goal behind this research is to offer an accurate description of the perceptions and behaviors of mobile phone users in Lebanon by adapting the ACSI model to explore the antecedents and results of the end user satisfaction. Design/methodology/approach - The data were gathered via an online survey from 232 mobile phone subscribers in Lebanon using the convenience sampling technique. Findings - The service perceptions and customer behaviors of mobile phone subscribers in Lebanon were illustrated to an extent by the adapted ACSI model as the discriminant validity between perceived ...