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

Farzana Quoquab; Nor Liza Abdullah; Jihad Mohammad

Farzana Quoquab Universiti Teknologi Malaysia
Nor Liza Abdullah Universiti Kebangsaan Malaysia
Jihad Mohammad Universiti Teknologi Malaysia

Keywords: Consumer Innovativeness, Service Quality, Costs

Abstract

The objective 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, service switching costs and service quality are the three antecedents that directly influence service loyalty. However, consumer innovativeness does not have any direct effect on service loyalty. Moreover, service satisfaction is found to be a partial mediator between ‘service quality’ and ‘service 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.

Author Biographies

Farzana Quoquab, Universiti Teknologi Malaysia

Senior Lecturer at International Business School, Universiti Teknologi Malaysia. She earned her Doctorate degree (2012) from Universiti Kebangsaan Malaysia (National University of Malaysia). She has published articles in peer-reviewed international journals such as Advance Science Letters, IIUM Journal of Case Studies in Management, Business and Management Quarterly Review, Economics and Tecknology Management Review, Global Business and Management Research: An International Journal, Asian Case Research Journal, Asia Pacific Journal of Marketing and Logistics, International Journal of Economics and Management, International Journal of Business Governance and Ethics, Emerald Emerging Markets Case Studies, Asian Academy of Management Journal and Journal of Islamic Marketing. Since 2008, she has produced 38 journal articles, 57 international conference proceedings and 9 book chapters. She is one of the editorial board members of ‘Case Studies in Business and Management’ and ‘Journal of Economic and Administrative Science.

Nor Liza Abdullah, Universiti Kebangsaan Malaysia

Associate Professor at Faculty of Economics and Management, Universiti Kebangsaan Malaysia. She obtained her Ph.D. (2010) in Strategic Management from University of Malaya, Malaysia. She has published articles in peer-reviewed international journals such as Jurnal Pengurusan, Journal of Asia-Pacific Business, and International Education Studies. Her research interests cover strategic management, knowledge management and entrepreneurship.

Jihad Mohammad, Universiti Teknologi Malaysia

Senior Lecturer at International Business School, Universiti Teknologi Malaysia. He earned his Doctorate degree (2014) from Universiti Kebangsaan Malaysia (National University of Malaysia). He has published articles in peer-reviewed international journals such as Advance Science Letters, Business and Management Quarterly Review, Global Business and Management Research: An International Journal, International Journal of Business Governance and Ethics, Asian Academy of Management Journal and Journal of Islamic Marketing. Since 2008, he has produced 10 journal articles, 25 international conference proceedings and 4 book chapters.

References

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