Tweens' satisfaction and brand loyalty in the mobile phone market

Purpose – The purpose of this paper is to examine tweens' (8‐12 year‐olds) satisfaction with and loyalty to their mobile phones and the relationship between these.Design/methodology/approach – Based on literature studies, hypotheses about tweens' satisfaction with and loyalty to their mobile phones are developed. A survey in Denmark forms the empirical basis for the study, and the hypotheses are tested and discussed.Findings – The results indicate that tweens are far more satisfied with their mobile phones than adults are and that the mobile phones fulfill children's expectations to a much higher degree. Still, brands are not able to turn tweens into loyal customers who will recommend their mobile phones to friends. Tweens' loyalty is lower than what is experienced for adults and the relationship between satisfaction and loyalty is very weak.Research limitations/implications – This study is limited to the mobile phone market. The low degree of loyalty in this market may not necessarily be the case in othe...

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