Gender and loyalty in the context of mobile services

Authors:
Heejin Lim;Archana Kumar
Affiliations:
Department of Retail, Tourism and Hospitality Management, University of Tennessee, 1215 W. Cumberland Avenue, 203B Jessie Harris Building, Knoxville, TN 37996-1911, USA.;Department of Retail, Tourism and Hospitality Management, University of Tennessee, 1215 W. Cumberland Avenue, 203B Jessie Harris Building, Knoxville, TN 37996-1911, USA
Venue:
International Journal of Mobile Communications
Year:
2008

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Abstract

This article aims to investigate gender differences in the process of loyalty decisions in the context of mobile services. A research model is developed to examine the effect of service quality and perceived value on loyalty intention through satisfaction. Findings from this study reveal that women tend to be influenced by service quality more strongly than men, while men focus on perceived economic value in loyalty decisions. The study results provide helpful insights to mobile service carriers regarding their advertising and promotion strategies for targeted gender groups.