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Determinants of Loyalty Intention in Portuguese Mobile Market

Determinants of Loyalty Intention in Portuguese Mobile Market
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Author(s): Maria Borges Tiago (University of the Azores, Portugal) and Francisco Amaral (University of the Azores, Portugal)
Copyright: 2011
Pages: 16
Source title: Handbook of Research on Mobility and Computing: Evolving Technologies and Ubiquitous Impacts
Source Author(s)/Editor(s): Maria Manuela Cruz-Cunha (Polytechnic Institute of Cavado and Ave, Portugal) and Fernando Moreira (Portucalense University, Portugal)
DOI: 10.4018/978-1-60960-042-6.ch021


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Our work conceptualizes and highlights the determinants of customers’ loyalty in the Portuguese mobile market. We raise questions about the interrelationships of the cost and values dimensions and the consequences of these relationships on customer satisfaction and trust and consequently loyalty among different operators, addressing some recent models. By organizing and synthesizing the major research streams and tests empirically a conceptual framework through a SEM, with data gather in a survey of Portuguese clients, the present study advances knowledge on the nature of the relative importance of different components of loyalty to mobile communications operators. Some useful preliminary insights were produced related to customers’ retention process in primary mobile operator, which appears strongly related to price/quality, followed by the emotional connection to the operator staff and others clients. Nonetheless, a considerable number of issues were left for future research, including the possibility of extending the investigation to other countries.

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