Factors Affecting Customer Satisfaction and Loyalty in Mobile Internet Services Usage

• Main Authors: Hui-Chen Liao, 廖惠珍
• Other Authors: Ting Lie
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/05372185679821300867

碩士 === 元智大學 === 資訊管理學系 === 95 === The development of mobile internet services is proliferating due to the popularization of mobile phone subscribers, the growth of mobile internet user, and the powerful functions of cell phone. Due to the decrease in profit margin of mobile voice services, telecom operators need to develop their mobile internet services aggressively. Therefore, it is imperative to investigate the factors affecting customer satisfaction and loyalty in mobile internet services usage in order to promote these services. Based on the research of IS success model, IT usage intention models, and IT continuance usage literature, this study develops an integrated research model to explain customer satisfaction and loyalty of mobile internet services. An online survey was conducted, and structural equation modeling analysis was adopted to test the research model. The results from empirical studies show that customer satisfaction is an important determinant of customer loyalty, while customer satisfaction is significantly affected by perceived ease of use, perceived enjoyment, and perceived usefulness. System quality, information quality, and service quality have direct effects on perceived ease of use. Surprisingly, system quality, information quality, and service quality do not show significant influence on customer satisfaction. This research provides telecom operators directions on developing mobile Internet services and their marketing strategies.