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Factors Affecting the Mobile Instant Messenger Satisfaction, Loyalty, and Switching Intention
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Factors Affecting the Mobile Instant Messenger Satisfaction, Loyalty, and Switching Intention
LEE, Sae-Bom; WANG, Ya-Qin; SUH, Yung-Ho;
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Purpose: The Purposes of this study are (1) to examine why users are communicating through MIM (2) to understand what factors impact these users` satisfaction and loyalty. Methods: We use a questionnaire survey to collect 256 data on users` perceptions of Kakaotalk. We also use a structural equation modeling method by using AMOS 18.0. Results: Company trust, communication voice, connectedness, and perceived network size are found to be statistically significant factors affecting. Also, satisfaction influence on word of mouth and intention to switch. Conclusion: This study develops a research model from the MIM context. We suggest three points of view as company characteristics, device interactivity, and social factor. We examine the determinants of users` satisfaction and loyalty. The results can offer valuable insights for future mobile services research.
Mobile instant messenger;Customer satisfaction;Customer loyalty;Word of mouth;Intention to switch;
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