Contractual Obligations between Mobile Service Providers and Users
R. Willis (Lakehead University, Canada), A. Serenko (Lakehead University, Canada) and O. Turel (McMaster University, Canada)
Copyright: © 2007
This article will present implications for both scholarship and practice. In terms of academia, it is believed that researchers conducting empirical investigations on customer loyalty with mobile services should be aware of the two independent dimensions of the business-customer relation-ship and utilize appropriate research instruments to ensure the unidimensionality of each construct.