| Summary: | The objective of this study is to explore the effect of a complementary mobile and internet service offering around mobile devices on customer perceived value and consumer loyalty, as well as investigate if perceived value can predict consumer loyalty. Gender differences were also explored in both perceived value and loyalty.
The study built on a review of existing literature in order to establish the constructs explored and develop the research structure and focus. A consumer study was conducted in the Singapore market and responses collected from 120 respondents to explore respondents’ value perception of the service offering and their attitudinal loyalty.
Gender differences were observed in both perceived value and loyalty, with females valuing the service offering more than the males, and also indicating higher attitudinal loyalty toward the service offering. It was found that consumers who have experienced the service offering indicated higher attitudinal loyalty, establishing that the service offering contributes to increased consumer loyalty. It was also established that perceived value predicts loyalty, indicating that where value is perceived in the offering, consumers were more loyal.
Limitations in the study restrict the generalization of the results across different markets. A more balanced age group distribution should ideally be conducted in a further study. The remaining dimensions of perceived value and loyalty should also be studied in future research to establish a more comprehensive measure of value and loyalty.
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