SUMMARY
The purchase decision process and the factors that determine the intention of final consumers is has become a growing concern on mobile phone services companies. The objective of this research is to describe the factors that explain purchase intent in the field of mobile telephone services in the big city of Concepción. Literature review was carried out in order to develop a 43-discrete-variable questionnaire applied to 379 mobile telephone service users. Factor Analysis results showed that purchase decision is influences by quality of service, consumer attitude, number of errands required to get the serviced hooked up and or renewed, and innovation. This study objective is to provide practical and theoretical management guidelines for existing and potential mobile phone service companies as well as for regulatory public policies on the field.