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Article
Factors Influencing Customer Retention in Mobile Telephony: A Greek Study
Evangelia Blery, David Gilbert
ABSTRACT. The aim of this article is to identify the factors influencing customers’ repurchase intention in the Greek mobile telephony market. The influence of factors such as service quality, service value and customer satisfaction on customers’ repurchase intention was examined. Service quality was measured using an adapted SERVQUAL version for the mobile telephony sector. Four hundred mobile telephony users were personally interviewed and four focus groups were conducted. Repurchase intention was used as a behavioural component to measure customer loyalty, however, it should be noted that customers stated repurchase intention does not always ensures their actual repurchase behaviour.
KEYWORDS: customer repurchase intention, customer loyalty, SERVQUAL, mobile telephony, Greece.
JEL classification: L21, L96, M31.