Perceived value of advanced mobile messaging services

Abstract

Purpose The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture. Design/methodology/approach Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009). Findings Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism. Practical implications This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service. Originality/value This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.

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“…Specifically, Zinnov [53] reported that 91% of mobile users are utilising apps to learn about particular product or service that they intend to purchase. Such finding opens up an opportunity for mobile apps developers to fully optimise the traffic to attract more users adopting mobile commerce [24] [36]. Due to its convenience and availability, a higher number of Internet users would be capable in generating more businesses that witness the shift of consumerism through mobile commerce adoption [5][7][10] [39].…”

Exploring Mobile Terminal Continuance Usage from Customer Value Perspective

“…Bhattacherjee (2001) have pointed out that "satisfaction is viewed as the key to building and retaining a loyal base of long-term consumers" [5] (p. 353). Prior studies have confirmed this point that satisfaction significantly influences loyalty [25][26][27][28][29]. Moreover, some literature has confirmed that PU influences satisfaction, and in turn influences loyalty intention [26][27][28].…”

“…Most works usually took loyalty as an important topic to explore how to retain the customers or users [25][26][27][28][29]49]. Some literature also divided loyalty into attitude loyalty and behavior loyalty.…”

“…In existing studies, especially in the customer behavior and marketing, user satisfaction and loyalty were usually linked closely [25][26][27][28][29]. Bhattacherjee (2001) have pointed out that "satisfaction is viewed as the key to building and retaining a loyal base of long-term consumers" [5] (p. 353).…”

“…In existing studies, especially in the customer behavior and marketing, user satisfaction and loyalty were always linked closely. Most works took loyalty as a dependent variable to explore which factors determine loyalty to retain the customers or users, and verified that satisfaction significantly influenced loyalty [25][26][27][28][29]. In addition, some literature divided loyalty into attitude loyalty and behavior loyalty, and deemed that the former is prior to the latter.…”