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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.

Understanding the Influence of Wireless Communications and Wi-Fi Access on Customer Loyalty: A Behavioral Model System