Customer loyalty and perceived value have been recognised as important drivers of company profitability. In the electronic environment the importance of attracting loyal, profitable customers is essential, because the acquiring costs are even higher than in traditional business. Businesses need to use the wireless environment to its full potential, both for primary service delivery and as a supporting service. It offers traditional companies new possibilities to strengthen their customer relationships with the means of supporting mobile services or wireless marketing. Identifying the characteristics of customer loyalty to mobile services and loyalty drivers is therefore of the utmost importance. So far perceived value and loyalty measurement scales have not been tested in the mobile service context and modifications may be needed. Therefore, this study explores the nature of mobile services and suggests a measurement scale for perceived value of and loyalty to mobile services based on previous literature and results from a pilot study conducted with end users of mobile services.
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