Published Paper Details:

ABSTRACT Global mobile communication is one of the most dynamic and important service markets. Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs such as service quality, customer perceived value, customer satisfaction, perceived switching costs, corporate image, and customer loyalty is of vital to the mobile communications market. This paper aims to investigate the effect of perceived usefulness in mobile telephone network service providers (MTNSPs). To notify the meaningful factors for the calculative commitment and loyalty intention of the users in using mobile phones, this study focuses on perceived usefulness and divides the factor into 3 sub-dimensions: mobility, critical mass and perceived ease of use (Peou). As many as 125 users of mobile phone users-students were surveyed in Coimbatore city, TamilNadu, India. The data as analyzed by path analysis. This study shows that perceived usefulness has a positive effect on calculative commitment and attitudinal loyalty, calculative commitment has a positive effect on loyalty intention. In terms of mobile telecommunication systems, it is found that the users may exhibit noticeable differences in using this service. This study provides important hints to strengthen the relationship between the network service providers and their customers.