This study aims to investigate the effects of age on mobile service quality perceptions and its impact on perceived value, satisfaction and loyalty between two significant mobile service user segments – Generation Y and baby boomers.
A multiple group structural equation modeling approach is utilized to assess the proposed model.
The results identify the mobile service quality attributes that are important to Generation Y‐ers and baby boomers. The study also finds significant differences between the two groups in terms of the effect of perceived economic and emotional value on satisfaction.
A limitation lies in the measurement of service quality. Another limitation is different methods of data collection between two age groups. Future research is recommended to examine differences between other generations, between different ethnic groups, and other demographic variables.
This study strongly suggest the effect of age on mobile service perceptions and loyalty decisions. It is suggested that marketers appeal to the emotional value for Gen Y‐ers while placing an emphasis on economic value for baby boomers.
The proposed role of gender in loyalty decisions provides insights to marketers on how to promote their services for diverse consumer segments.
