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The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework

Chuah, Hui Wen, Marimuthu, Malliga and Ramayah, T. (2014). The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework. Procedia - Social and Behavioral Sciences,130:532-541.

Document type: Journal Article
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Title The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework
Author Chuah, Hui Wen
Marimuthu, Malliga
Ramayah, T.
Journal Name Procedia - Social and Behavioral Sciences
Publication Date 2014
Volume Number 130
ISSN 1877-0428   (check CDU catalogue open catalogue search in new window)
Start Page 532
End Page 541
Total Pages 10
Place of Publication Netherlands
Publisher Elsevier BV
Field of Research COMMERCE, MANAGEMENT, TOURISM AND SERVICES
Abstract The increasing interest in consumer behaviour towards mobile Internet of both marketing academicians and practitioners is justified by the vast revenue opportunities presented by this fast-growing segment. Despite the fact that mobile Internet users play the dual role of technology users and service subscribers, many of the extant studies have focused on investigating the value of the mobile Internet from the perspective of technology users, and few attempts have been made from the perspective of service subscribers. Therefore, this study proposes a customer-oriented value model and examines the relative effects of the perceived value dimensions on various aspects of customer loyalty within the mobile Internet service context.
Keywords Customer perceived value
Customer loyalty
Generation Y
Mobile Internet
DOI http://dx.doi.org/10.1016/j.sbspro.2014.04.062   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
Additional Notes This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Description for Link Link to CC Attribution 4.0 License
URL https://creativecommons.org/licenses/by-nc-nd/4.0/


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