An examination of the determinants of customer loyalty in mobile commerce contexts

While the importance of customer loyalty has been recognized in marketing literature for at least three decades, the development and empirical validation of a customer loyalty model in a mobile commerce (m-commerce) context had not been addressed. The purpose of our study was to develop and validate such a customer loyalty model. Based on IS and marketing literature, a comprehensive set of constructs and hypotheses were compiled with a methodology for testing them. A questionnaire was constructed and data were collected from 255 users of m-commerce systems in Taiwan. Structural modeling techniques were then applied to analyze the data. The results indicated that customer loyalty was affected by perceived value, trust, habit, and customer satisfaction, with customer satisfaction playing a crucial intervening role in the relationship of perceived value and trust to loyalty. Based on the findings, its implications and limitations are discussed.