摘要：The main aim of this work was to analyze the effect of satisfaction and word-of-mouth (WOM) communication on consumer loyalty, as well as to explore the link between loyalty and WOM in mobile telephony. In order to test the hypotheses proposed in this study, a causal model was applied using a sample of 257 consumers. The results obtained confirmed the existence of a significant and positive relationship between satisfaction, loyalty and WOM communication in mobile telephony. These findings suggested that theorists and practitioners needed to acknowledge the existence and prevalence of these elements and behaviors into the customers, and incorporate them into the conceptualizations and practices.
关键词：relationship marketing; consumer loyalty; satisfaction; word-of-mouth communication (WOM)
