Satisfaction-Trust Model: Developing Customer Satisfaction and Trust Indices for Mobile Service Providers in the UK

This paper introduces a behavioral model that investigates well-known loyalty antecedents. The model proposes that trust and satisfaction mediate the effect of service quality on loyalty. Structural equation modeling confirms the fit of the model, and it demonstrates significance explaining 65% of student loyalty toward mobile service providers in the UK. The invariance analysis demonstrates the psychometric equivalence of the proposed model measurements between two groups: highly satisfied and low satisfied customers. At the structural level, the influence of trust and satisfaction on loyalty varies between the two groups. In addition, two indices are calculated, a customer satisfaction index (CSI) and a customer trust index (CTI). These indexes reveal that customer loyalty and the role of its proposed antecedents vary in accordance with satisfaction and trust levels with respect to telecommunication companies. Additionally, several managerial implications are discussed.