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

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.