Understanding the Key Drivers in User Loyalty Toward Mobile Data Services

Given the rapid growth and large investments in mobile data services (MDS), it has become important to examine how to enhance satisfaction with MDS (M-satisfaction) and how to build loyalty toward MDS (M-loyalty). This paper develops an integrated model to deeply understand the antecedents of M-loyalty through constructs prescribed by two established research streams on information system (IS) success, namely user satisfaction and information technology (IT) motivation. The research model was tested by using survey data collected from 747 users who have experience with MDS. Analysis results show that the proposed model provides a significant explanation of the variance of M-loyalty, indicating that the unified perspective it provides helps enhance our knowledge of how to build Mloyalty. This study should help MDS researchers and practitioners better understand user behavior in MDS.