The mobile application industry has more actions and services in recent years due to\nconsumer demand. The purpose of this study is to explain the relationships among perceived\nvalue, satisfaction, and customer loyalty in the paid mobile application industry. Moreover,\nthis study develops and tests a conceptual model that offer a value perspective in\nunderstanding customer loyalty toward paid mobile applications. To achieve this aim,\nperceived value and customer satisfaction must be measured and ââ?¬Å?switching costsââ?¬Â identified.\nThis study also takes a value component perspective from Bernardo, Marimon and del Mar\nAlonso-Almeida (2012) to confirm how the two types of switching costs (monetary vs.\nnonmonetary switching costs) moderate the link in perceived value, satisfaction, and loyalty in the instance of a paid entertainment mobile application. The results from an online survey\nindicate that the switching costs had a moderating effect on the relationship between\nperceived value and loyalty, and the satisfaction and loyalty of using paid mobile applications.\nWith respect to the findings, the moderating effect of switching cost play a critical role in\ndetermining customer loyalty of paid mobile applications. It also revealed that nonmonetary\nswitching costs has more importance than monetary switching costs in engendering loyalty,\nsince monetary contains price in the download paid mobile applications, which provides\nnegative outcomes among the relationship of perceived value, satisfaction, and loyalty. In the\nconclusion, the implications of these findings are discussed.
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