Factors influencing customers' loyalty of mobile service provider among generation Y

Mobile phones are often known as a medium of self-expression and individuality for the younger generation. Generation Y is an important target market for mobile phone service providers. In the Jordanian market, the mobile phone service providers are facing a very competitive environment and many stu...

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Main Author:	Al-Refai, Abdalla Nayef Saleh
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/5392/1/s93937.pdf https://etd.uum.edu.my/5392/2/Permission%20to%20deposit%20to%20UUM%20etd%20system.pdf
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id	my-uum-etd.5392
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd Noor, Nor Azila
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Al-Refai, Abdalla Nayef Saleh Factors influencing customers' loyalty of mobile service provider among generation Y
description	Mobile phones are often known as a medium of self-expression and individuality for the younger generation. Generation Y is an important target market for mobile phone service providers. In the Jordanian market, the mobile phone service providers are facing a very competitive environment and many studies have shown that maintaining customer loyalty is a very challenging task for marketers nowadays. Therefore, the objective of this study was to investigate the factors that influence customer loyalty towards mobile phone service provider among Generation Y in Jordan. The current study examined the relationships between service quality, perceived value, perceived enjoyment and technological perceptions, and customer loyalty. The study also examined the role of customer satisfaction as a mediating variable and trust as a moderating variable between satisfaction and customer loyalty. A survey was conducted among 541 respondents in the Generation Y category in Jordan. Data was analyzed using partial least squares-structural equation modeling (PLS-SEM). The analyses revealed significant relationships between service quality, perceived enjoyment, technological perceptions and customer satisfaction, and customer loyalty, but the relationship between perceived value and customer loyalty was not significant. In addition, customer satisfaction mediated the relationship between service quality, perceived value and perceived enjoyment, and customer loyalty. On the other hand, customer satisfaction did not mediate the relationship between technological perceptions and customer loyalty. Moreover, trust did not moderate the relationship between satisfaction and customer loyalty. This study offers several implications on how managers of mobile phone service providers can ensure the long-term success relationship of their customer in light of the strong competitive advantage. In future studies, it would be interesting to include more variables to represent the entire relationship on customer loyalty towards Generation Y in mobile phone operators.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Al-Refai, Abdalla Nayef Saleh
author_facet	Al-Refai, Abdalla Nayef Saleh
author_sort	Al-Refai, Abdalla Nayef Saleh
title	Factors influencing customers' loyalty of mobile service provider among generation Y
title_short	Factors influencing customers' loyalty of mobile service provider among generation Y
title_full	Factors influencing customers' loyalty of mobile service provider among generation Y
title_fullStr	Factors influencing customers' loyalty of mobile service provider among generation Y
title_full_unstemmed	Factors influencing customers' loyalty of mobile service provider among generation Y
title_sort	factors influencing customers' loyalty of mobile service provider among generation y
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2015
url	https://etd.uum.edu.my/5392/1/s93937.pdf https://etd.uum.edu.my/5392/2/Permission%20to%20deposit%20to%20UUM%20etd%20system.pdf
_version_	1747827924279492608
spelling	my-uum-etd.53922021-03-18T03:32:59Z Factors influencing customers' loyalty of mobile service provider among generation Y 2015 Al-Refai, Abdalla Nayef Saleh Mohd Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HF5415.33 Consumer Behavior. Mobile phones are often known as a medium of self-expression and individuality for the younger generation. Generation Y is an important target market for mobile phone service providers. In the Jordanian market, the mobile phone service providers are facing a very competitive environment and many studies have shown that maintaining customer loyalty is a very challenging task for marketers nowadays. Therefore, the objective of this study was to investigate the factors that influence customer loyalty towards mobile phone service provider among Generation Y in Jordan. The current study examined the relationships between service quality, perceived value, perceived enjoyment and technological perceptions, and customer loyalty. The study also examined the role of customer satisfaction as a mediating variable and trust as a moderating variable between satisfaction and customer loyalty. A survey was conducted among 541 respondents in the Generation Y category in Jordan. Data was analyzed using partial least squares-structural equation modeling (PLS-SEM). The analyses revealed significant relationships between service quality, perceived enjoyment, technological perceptions and customer satisfaction, and customer loyalty, but the relationship between perceived value and customer loyalty was not significant. In addition, customer satisfaction mediated the relationship between service quality, perceived value and perceived enjoyment, and customer loyalty. On the other hand, customer satisfaction did not mediate the relationship between technological perceptions and customer loyalty. Moreover, trust did not moderate the relationship between satisfaction and customer loyalty. This study offers several implications on how managers of mobile phone service providers can ensure the long-term success relationship of their customer in light of the strong competitive advantage. In future studies, it would be interesting to include more variables to represent the entire relationship on customer loyalty towards Generation Y in mobile phone operators. 2015 Thesis https://etd.uum.edu.my/5392/ https://etd.uum.edu.my/5392/1/s93937.pdf text eng public https://etd.uum.edu.my/5392/2/Permission%20to%20deposit%20to%20UUM%20etd%20system.pdf text eng staffonly Ph.D. doctoral Universiti Utara Malaysia Aaker, D. A., & Day, G. S. (1990), Marketing Research, 4th ed. New York: Wiley, xiv, 739, (29). Aaker, D. A., & Jacobson, R. (1994). 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