Customer Satisfaction and Loyalty of Mobile Services

Abstract

With the rapid development of mobile technology and users’ wide adoption of mobile phones, mobile services have been a huge success in China. Even though the literature on the adoption of mobile services is quite extensive, few studies focus on customer satisfaction and loyalty in China. This study investigated the impact of perceived customer value, perceived service quality, and trust on customer satisfaction, and the influence of satisfaction and perceived switching cost on customer loyalty. The research results can give some implications on mobile instant message development strategies in China.