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New technologies offer new possibilities to better understand complex consumer behavior points of sale. The data obtained using wireless communications and Wi‐Fi services available in restaurants and catering companies make it possible to acquire in‐depth knowledge on consumer behavior complexity. In the present study, the PLS‐SEM analysis was used to analyze the impact of free wireless communications and Wi‐Fi access on customer loyalty. Our results demonstrate that client satisfaction with wireless communications and Wi‐Fi access networks services has a direct impact on customer loyalty. Therefore, wireless communications and Wi‐Fi networks and technologies available at the points of sale should be updated in order to better meet customers’ expectations.
Reyes-Menéndez et al. (Mon,) studied this question.