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Title: Understanding Mobile Services: Quality, Satisfaction, and Continued Use
Authors: DING YI
Keywords: mobile services, satisfaction, spillover, emotions, retention, continued use
Issue Date: 21-Aug-2012
Citation: DING YI (2012-08-21). Understanding Mobile Services: Quality, Satisfaction, and Continued Use. ScholarBank@NUS Repository.
Abstract: Customer retention is critical to a firm?s sustained success. This thesis is intended to further our understanding of customer retention in two areas: spillover effects and emotions. The first study investigates the influence of spillover effects on loyalty based on the mobile service system. The results confirm such effects, but different patterns are found between tech-savvy and non-tech-savvy users. The second study examines both emotional and cognitive factors in the formation of retention. Our results based on mobile applications support the dual-mechanism model. Interestingly, the effects of perceived benefits on positive and negative emotions are quite different. Positive emotions are influenced by all (i.e., experiential benefits, social image, and social connectedness) but instrumental benefits, while negative emotions are solely influenced by instrumental benefits. Findings from the two studies are expected to have broader appeal beyond the mobile communications industry as customers today increasingly desire holistic and personalised experiences.
Appears in Collections:Ph.D Theses (Open)

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