Loyalty and perceived value in mobile telecommunications services in Colombia

It is essential for telecommunications operators to implement strategies aimed at building customer loyalty in order to improve their financial performance. One key factor that positively influences customer loyalty is perceived value, which should be considered in marketing strategies to strengthen this relationship. This study aims to analyze the connection between loyalty and perceived value among mobile telecommunications customers in Colombia. The hypothesis proposes a relationship between the dimensions of value and loyalty, based on a previously developed scale. Using a methodological approach that includes 406 surveys of mobile service users in Colombia, the relationship between these constructs is verified. The results indicate a positive and direct relationship between loyalty and perceived value across the four proposed dimensions