This study implements a novel integrated model which aims at two main purposes. First, identifying the relevant dimensions of customers' service quality perception in Vietnam mobile telecommunication sector. Second, examining the simultaneous effects of overall service quality, advertising message, and negative switching barrier on two key manifestations of attitudinal loyalty, namely repurchase intention and positive word of mouth (WoM). The interesting findings reveal in this study not only the addition of more knowledge to deepen the understanding of service quality as well as consumer...