Exploring loyalty in mobile information services: the role of sound amusements
The aim of this research is to explore consumer loyalty in mobile amusement information services, using a behaviors-atisfaction‐ loyalty framework. Among many different frameworks of satisfaction‐loyalty, we investigated the impact of ‘use behavior’ on ‘satisfaction’ and that of ‘satisfaction’ on ‘loyalty,’ which results in a strong support of the existing model. It confirms that, on both paths, there are significant associations between a latent variable and a measurement variable of stronger amusement element than that of weaker ones. The results show that amusement contains seven types of measurement variables (i.e., E‐mail, SMS, MMS, Music, Ringtones, Video Streaming, Games) which have different impacts on a behavior‐satisfaction‐loyalty network, having stronger impact of sound amusement services, (i.e., Music, Ring tones, and Video Streaming) on ‘satisfaction’ than that of the others. The results lead to useful implications that overall sound amusement is a crucial dimension in mobile information services.
Shahriar Akter. "Exploring loyalty in mobile information services: the role of sound amusements" International Journal of Mobile Marketing 5.1 (2010): 125-140.
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