TY - JOUR
T1 - Exploring mobile application customer loyalty
T2 - The moderating effect of use contexts
AU - Chang, Chiao Chen
PY - 2015/9/1
Y1 - 2015/9/1
N2 - The purpose of this study is to develop and test a conceptual model that offer a value perspective in our understanding of free mobile applications. The study validates the moderating effect of use contexts on the relationship between value components and perceived value, and this is then utilized to determine perceived value, satisfaction and loyalty for the example of a free communication mobile application. The method of obtaining quantitative data was that of the instrument of a survey questionnaire. The empirical results pull from a sample of users and potential users that had previously visited several free mobile applications and suggest that there is a relationship among value, perceived value, satisfaction, and loyalty with regard to the value perspective. Findings also indicated that use contextual factors have a significant moderating effect on the relationship between value components and perceived value. The results of the study will help marketers to address the key factor which influences consumer free mobile application loyalty and to improve service provider performances to meet consumer needs. The value component perspective is novel and usable in explaining the intention of mobile application consumers to use, and these findings may be generally applicable to marketers and consumers.
AB - The purpose of this study is to develop and test a conceptual model that offer a value perspective in our understanding of free mobile applications. The study validates the moderating effect of use contexts on the relationship between value components and perceived value, and this is then utilized to determine perceived value, satisfaction and loyalty for the example of a free communication mobile application. The method of obtaining quantitative data was that of the instrument of a survey questionnaire. The empirical results pull from a sample of users and potential users that had previously visited several free mobile applications and suggest that there is a relationship among value, perceived value, satisfaction, and loyalty with regard to the value perspective. Findings also indicated that use contextual factors have a significant moderating effect on the relationship between value components and perceived value. The results of the study will help marketers to address the key factor which influences consumer free mobile application loyalty and to improve service provider performances to meet consumer needs. The value component perspective is novel and usable in explaining the intention of mobile application consumers to use, and these findings may be generally applicable to marketers and consumers.
KW - Loyalty
KW - Mobile application
KW - Mobile telecommunication
KW - Satisfaction
KW - Use context
KW - Value
UR - http://www.scopus.com/inward/record.url?scp=84942522821&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84942522821&partnerID=8YFLogxK
U2 - 10.1016/j.telpol.2015.07.008
DO - 10.1016/j.telpol.2015.07.008
M3 - Article
AN - SCOPUS:84942522821
SN - 0308-5961
VL - 39
SP - 678
EP - 690
JO - Telecommunications Policy
JF - Telecommunications Policy
IS - 8
ER -