Document Type



Customer loyalty has been recognised as an important driver of company profitability. In the electronic environment the importance of attracting loyal, profitable customers is essential, because the acquisition costs are even higher than in traditional business. The wireless environment offers all kinds of companies possibilities to serve their committed customers independent of time and place and strengthen the customer relationships with supporting mobile services or wireless marketing communication. A key challenge is how to identify loyal customers and keep them loyal in the mobile environment. Therefore, it is important to develop accurate measures for loyalty that identify the characteristics of customer loyalty in a new wireless environment that takes into account the context based nature of mobile service usage situations as well as attitudinal loyalty towards a brand and commitment to the service provider. So far, traditional loyalty measurement scales have not been tested in the mobile service context and modifications are needed. This study explores the nature of loyalty to mobile services and suggests a scale for measuring it.