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.