Abstract
The aim of this paper is to identify the influence of service quality on customer loyalty in the Greek mobile telephony sector. Service quality was measured using the SERVPERF model. Repurchase intention and positive word of mouth were used as behavioural components to measure customer loyalty; however, it should be noted that customers' stated repurchase intention does not always ensure their actual repurchase behaviour. The influence of perceived price on customers' repurchase intention was also examined. Data were collected through survey research, and 180 mobile telephony users were personally interviewed. The findings showed that there are relationships between service quality and customers' repurchase intention in mobile telephony.
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