Investigating the Effects of Consumer Innovativeness, Service Quality and Service Switching Costs on Service Loyalty in the Mobile Phone Service Context

Abstract

Abstract:The ob jective of this study is to examine the effects of consumer innovativeness, service quality, service switching costs and service satisfaction on service loyalty among mobile phone service users. A cross sectional survey was employed which yielded 535 responses. Structural equation modelling using the AMOS version 2.0 was utilized to test study the hypotheses. Test results reveal that service satisfaction, ser vice sw itching costs and service quality are the three antecedents that directly influence ser vice loyalty. How ever, consumer innovativeness does not have any direct effect on service loyalty. Moreover, service satisfaction is found to be a partial mediator between 'ser vice quality' and 'ser vice loyalty'. Findings from this study will develop insights to enable policy-makers, managers and marketers to better strategize and effectively implement loyalty programs and prevent their customers from switching. This will enhance value creation for both their users and for the industry.Abstrak: Tujuan penelitian ini adalah untuk menguji efek keinovatifan konsumen, kualitas layanan, biaya peralihan layanan d an kepuasan layanan pada loyalitas layanan di kalangan pengguna layanan telepon seluler. Survei cross sectional yang dilakukan mendapatkan 535 tanggapan. Pemodelan persamaan struktural menggunakan AMOS versi 2.0 digunakan untuk menguji hipotesis. Hasil pengujian mengungkapkan bahwa kepuasan layanan, biaya peralihan layanan dan kualitas layanan adalah tiga anteseden yang secara langsung mempengaruhi loyalitas layanan. Namun, keinovatifan konsumen tidak memiliki efek langsung pada loyalitas layanan. Lebih lanjut, kepuasan layanan ditemukan sebagai pemediasi parsial antara 'kualitas layanan' dan 'loyalitas layanan'. Temuan studi ini akan mengembangkan pilihan yang memungkinkan para pembuat kebijakan, manajer d an pemasar untuk merancang strategi yang lebih baik dan secara efektif mengimplementasikan program loyalitas dan mencegah pelanggan mereka beralih. Hal ini akan meningkatkan penciptaan nilai bagi para pengguna dan bagi industri.

Linking of Service Quality and Switching Costs with Turnover Intentions: The Mediating Role of Customer Loyalty

“…This research supports Signaling Theory, which explains that the company will show the attributes/capabilities it has in this case of good service in order to improve the company's image and satisfaction in the eyes of customers. This study also supports previous research, which says service quality has a positive influence on customer loyalty [27], [42], [43].…”

“…In this case, Bank Muamalat Indonesia's customers will continue to use the services of the bank, when they feel disadvantaged if they switch to using the services of another bank. This research is supported by other empirical research, which says that switching costs have a positive effect on customer loyalty [1], [13], [42].…”

Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations

“…In the marketing literature, loyalty is defined in several ways (Jacoby and Kyner, 1973), and thus, there is no consensus in its definition (Boo et al, 2009;Quoquab et al, 2016). In the context of tourism, DBL is widely considered as tourists' revisit or recommended intention of the destination to friends and relatives, which is referred to mainly as attitudinal loyalty (Bianchi and Pike, 2011;Boo et al, 2009;Yoon and Uysal, 2005).…”

“…It was believed that this experience was necessary to be better able to answer the survey questions. Further, the respondents were expected to be 18 years old or above so as to be able to make their own decisions in life, including visiting destinations for holidays (Quoquab et al, 2016.…”

You paid what!? Understanding price-related word-of-mouth and price perception among opinion leaders and innovators

“…Although general consumer innovativeness is a wellknown construct, there is a lack of application in the service industry (Quoquab et al 2016). Van den Bulte and Joshi (2007) identify internet accessibility as a field in which the distinction between innovators and imitators is applicable.…”