Antecedentes da Lealdade em Telefonia Celular

This study is based on relationship marketing theory. It focused the relationship betweencompanies and consumers and aimed to verify the impact of trust, value and satisfaction on loyaltyin mobile telephony industry 9 propitious sector for establishment of lasting relations. A theoreticalmodel describing the hypothetical relationships among these constructs was developed and testedusing the structural equation modeling technique. The data was colleted by a survey with users ofmobile telephony services. Results pointed out thedirect and positive influence of trust andsatisfaction on loyalty, trust on perceived value,as well as perceived value on satisfaction, besidesthe indirect influence of value on loyalty. It wasverified the importance of each one likeantecedents of consumers loyalty. Academic and managerial implications are discussed