The Effect of Perceived Value on the Loyalty of Generation Y Mobile Internet Subscribers: A Proposed Conceptual Framework

Hui Wen Chuah, Malliga Marimuthu, T Ramayah

Research output: Contribution to journalArticle


The increasing interest in consumer behaviour towards mobile Internet of both marketing academicians and practitioners is justified by the vast revenue opportunities presented by this fast-growing segment. Despite the fact that mobile Internet users play the dual role of technology users and service subscribers, many of the extant studies have focused on investigating the value of the mobile Internet from the perspective of technology users, and few attempts have been made from the perspective of service subscribers. Therefore, this study proposes a customer-oriented value model and examines the relative effects of the perceived value dimensions on various aspects of customer loyalty within the mobile Internet service context.
Original languageEnglish
Pages (from-to)532-541
Number of pages9
JournalProcedia-Social and Behavioral Sciences
Publication statusPublished - 2014
Externally publishedYes
EventInternational Conference on Marketing and Retailing (INCOMaR 2013 4th) - Shah Alam, Selangor, Malaysia, Shah Alam, Selangor, Malaysia
Duration: 3 Dec 20134 Dec 2013
Conference number: 2013 (4th)


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