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Investigating the effect of consumer innovativeness, service quality and service switching cost on service loyalty in the mobile phone service context

Farzana, Quoquab Habib and Nor, Liza Abdullah and Dhahi Al-Nusairat, Jihad Mohammad (2016) Investigating the effect of consumer innovativeness, service quality and service switching cost on service loyalty in the mobile phone service context. Gadjah Mada International Journal of Business, 18 (1). pp. 21-53. ISSN 1141-1128

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Official URL: https://jurnal.ugm.ac.id/gamaijb/article/view/9286

Abstract

The objective of this study is to examine the effects of consumer innovativeness, service quality, service switching costs and service satisfaction on service loyalty among mobile phone service users. A cross sectional survey was employed which yielded 535 responses. Structural equation modelling using the AMOS version 2.0 was utilized to test study the hypotheses. Test results reveal that service satisfaction, service switching costs and service quality are the three antecedents that directly influence service loyalty. How ever, consumer innovativeness does not have any direct effect on service loyalty. Moreover, service satisfaction is found to be a partial mediator between ‘service quality’ and ‘service loyalty’. Findings from this study will develop insights to enable policy-makers, managers and marketers to better strategize and effectively implement loyalty programs and prevent their customers from switching. This will enhance value creation for both their users and for the industry.

Item Type:Article
Additional Information:RADIS System Ref No:PB/2016/05186
Subjects:H Social Sciences
Divisions:International Business School
ID Code:68296
Deposited By: Haliza Zainal
Deposited On:02 Nov 2017 10:56
Last Modified:20 Nov 2017 16:52

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