Title: Perceived quality, satisfaction and customer loyalty: an empirical study in the mobile phones sector in Brazil

Authors: Gustavo Quiroga Souki, Cid Goncalves Filho

Addresses: Universidade Fumec, Rua Anibal Gontijo, no. 121, Apto. 102, Bairro Luxemburgo, Belo Horizonte, Minas Gerais, Brazil. ' Universidade Fumec, Rua Sevilha 250 – Vila Castela, Lima – Minas Gerais, Brazil

Abstract: This study was developed with the objective of examining perceived quality, satisfaction, and customer loyalty in regard to mobile phone service providers. A survey was done involving 434 customers in Brazil. The results showed that perceived quality could be evaluated based on the quality of the product, quality of the connection, shops, coverage areas and customer service. A low level of loyalty was observed and, when the customers| perceived quality increases, they will be more satisfied, more likely to remain with the service provider, to recommend their current provider to others, and to express a lesser desire to switch providers.

Keywords: service quality; consumer behaviour; marketing; Brazil; customer loyalty; mobile phones; customer satisfaction; cell phones; service providers; perceived quality.

DOI: 10.1504/IJIEM.2008.020103

International Journal of Internet and Enterprise Management, 2008 Vol.5 No.4, pp.298 - 312

Published online: 26 Aug 2008 *

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