Correspondence: Evangelia Blery, Notou 15, 15342, Ag. Paraskevi, Athens, Greece. E-mail: evib@techp.demokritos.gr

¹is currently occupied in marketing innovative technologies at NCSR Demokritos, and is a professor of marketing at the Technical Educational Institute (TEI) of Athens. Dr Blery has an MBA and a PhD in marketing from the University of Surrey in Guildford, UK, and has 10 years of experience in consulting services. Her areas of specialisation include consumer behaviour, customer loyalty and survey research.

²is a graduate student in Marketing at TEI of Athens. His areas of specialisation include survey research and consumer behaviour.

³is a graduate student in Marketing at TEI of Athens. Her areas of specialisation include survey research and consumer behaviour.

⁴is a graduate student in Marketing at TEI of Athens. His areas of specialisation include survey research and consumer behaviour.

⁵is a graduate student in Marketing at TEI of Athens. Her areas of specialisation include survey research and consumer behaviour.

⁶is a graduate student in Marketing at TEI of Athens. Her areas of specialisation include survey research and consumer behaviour.

Received 24 November 2008; Revised 24 November 2008; Published online 16 February 2009.

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.