Perceived quality, satisfaction and customer loyalty: an empirical study in the mobile phones sector in Brazil

This study was developed with the objective of examining perceived quality, satisfaction, and customer loyalty in regard to mobile phone service providers. A survey was done involving 434 customers in Brazil. The results showed that perceived quality could be evaluated based on the quality of the product, quality of the connection, shops, coverage areas and customer service. A low level of loyalty was observed and, when the customers’ perceived quality increases, they will be more satisfied, more likely to remain with the service provider, to recommend their current provider to others, and to express a lesser desire to switch providers.