Examining the Antecedents of Mobile Service Users’ Loyalty: An Empirical Study of Mobile Service Providers in Kuwait

Abstract

Background and objective: Considering the increasing tough competitive environment, the role of user satisfaction and loyalty are the most important factors for the success and survival of any mobile service providers. Analysis of the determinant of user satisfaction can help mobile service providers to optimize their services to retain their user base. The competition among mobile service provider is very high. The research is aimed to empirically investigate the loyalty of online services of mobile operators in Kuwait using the American Satisfaction Index (ACSI) model. Materials and Methods: This exploratory study employed structured questionnaire and collected primary data from the users of the all mobile service providers in Kuwait. Valid responses collected from 312 mobile service users were tested with Structural Equation Modeling (SEM) technique. Results: Results of this research indicate that all hypothetical relationships demonstrate significant positive correlation and thus proposed research model is found generally plausible. Conclusions: Findings indicate that perceived quality of online mobile services providers is the most significant factor that affects mobile service user satisfaction and their loyalty. Significant Statement: The purpose this research is to examine the role of mobile service user satisfaction and their loyalty towards the online service provisioning by mobile service providers in Kuwait using a modified ACSI model. The results of this research offer many theoretical and managerial implications and contribution for researchers and mobile service providers offering online services in Kuwait