Why would telecom customers continue to use mobile value-added services?

This study seeks to explain why telecom customers would continue use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm existing research MVAS service quality, in which we hypothesize that customers' intention using as behavioural response (R) is direct result of their satisfaction with perception its value affective cognitive states (O), respectively. The also recognizes importance quality (S) terms characteristics features developing customer perceived value. In this investigation, aspects: service, content, network are utilized stimuli. data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM SmartPLS3 software used for analysis. While both have positive influences continuance usage intention, effect more significant, according structural findings. Moreover, content were all discovered be predictors contrast, not revealed significant predictor satisfaction. paper one few investigating major factors contributing continued Arab world. work adds growing knowledge post-adoption business. investigation provides crucial suggestions decision-makers telecommunications industry practical standpoint.