M‐loyalty: winning strategies for mobile carriers

Heejin Lim (Retail and Consumer Sciences, The University of Tennessee, Knoxville, Tennessee, USA)
Richard Widdows (Consumer Sciences and Retailing, Purdue University, West Lafayette, Indiana, USA)
Jungkun Park (Consumer Sciences and Retailing, Purdue University, West Lafayette, Indiana, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 June 2006



This study aims to investigate determinants of satisfaction and loyalty decisions in the use of mobile services.


A research model was designed to identify multi‐dimensions of mobile service quality and perceived value, and investigate their influences on satisfaction and loyalty. Structural equation modeling was employed to test hypotheses.


Statistical analysis identified five distinct dimensions of mobile service quality, and their direct and indirect effects on economic value, emotional value on loyalty intention through satisfaction. Two dimensions of perceived value (i.e. economic value, emotional value) had significant influences on customer satisfaction, and then, on loyalty intention. Also, the results show interrelationship between economic and emotional value.


In particular, each dimension of mobile service quality appeared to have different effects on perceived economic value, emotional value, and the level of satisfaction. Accordingly, mobile service managers are recommended to develop strategic promotion efforts based on targeted consumers' needs and marketing goals.



Lim, H., Widdows, R. and Park, J. (2006), "M‐loyalty: winning strategies for mobile carriers", Journal of Consumer Marketing, Vol. 23 No. 4, pp. 208-218. https://doi.org/10.1108/07363760610674338

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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