Abstract

VERA MARTINEZ, Jorge. Service quality attributes in the mobile phone industry for Mexican customers and their impact on satisfaction and brand loyalty. Contad. Adm [online]. 2013, vol.58, n.3, pp.39-63. ISSN 0186-1042.

The objective of this study is to identify relevant attributes of service quality in mobile phones for Mexican customers and to establish their impact on customer satisfaction and brand loyalty. It is being assumed that the attributes of service quality are an antecedent of satisfaction and loyalty. The study is divided in two phases. In a first qualitative phase, thirteen attributes were detected using in-depth interviews. In a second quantitative phase, these attributes were empirically contrasted with variables of satisfaction and loyalty. It was found that only six attributes are statistically related to the variables of these constructs, with two of them being the most relevant: price per minute and empathy perceived by customers from company's employees.

Keywords : quality service; mobile telephony; customer satisfaction; customer loyalty; brand loyalty.