This paper continues previous work of the authors concerning the identification and statistical analysis of the quality dimensions in mobile services (m-services). In this work, the structure of mservice quality into dimensions and criteria, which these dimensions are further analyzed into, is examined and grounded through an empirical analysis. The use of multivariate statistical techniques is decomposed into two stages: in the first stage, Factor Analysis in order to explore the relationship between the examined items (quality criteria) and the constructs (dimensions) proposed through the study of the relevant literature. In the second stage, Cluster Analysis and Principal Component Analysis are employed in order to explore intra-construct relationships. The contribution of this paper lies on the fact that a mix of multivariate statistical techniques is all integrated in a single framework, so that information about the structure of m-service quality criteria and constructs is obtained. The findings of the study confirm the theoretical background and provide valuable managerial insights
