Exploring loyalty drivers for smartphone and mobile carriers

Index

Abstract

This study investigates loyalty drivers for smartphones and mobile carriers, considering their interconnectedness. A research model incorporating device and carrier satisfaction as key axes, with exogenous variables categorized as symmetric and common factors, was developed. Data from 357 smartphone users were analyzed using partial least squares structural equation modeling (PLS-SEM). Results showed brand image and apps significantly impact device satisfaction, while apps, corporate image, and perceived fees significantly influence carrier satisfaction. Both device and carrier satisfaction positively affect loyalty.

Publisher

Humanities and Social Sciences Communications

Published On

Jun 19, 2024

Authors

Hyeon Jo, Do-Hyung Park

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