Exploring loyalty drivers for smartphone and mobile carriers

Smartphones have permeated daily human life and play a role in various areas. Loyalty to smartphones holds significant implications for both businesses and customers. This study constructed a research model that considers smartphones as parallel to telecom services. The model comprises devices and mobile carriers as the main axes. The study designates exogenous variables as symmetric factors and common factors. The research collected empirical questionnaire responses from 357 smartphone users. Data analysis was conducted using partial least squares structural equation modeling. The findings revealed that brand image and apps are significantly related to device satisfaction. The results demonstrated that apps, corporate image, and perceived fees are crucial determinants of carrier satisfaction. The analysis also showed that both device satisfaction and mobile carrier satisfaction influence loyalty.

Hyeon Jo, Do-Hyung Park