A Customer Repurchase Behavior Survey for Australian Mobile Telecommunication Services: Research Instrument Validation

Abstract

This study aims to investigate and improve the understanding of customer repurchase behaviour in the Unified Theory of Acceptance and Use of Technology (UTAUT2) model that the influence mobile services repurchase behaviour among the Australian customers. Underpinned by UTAUT2, marketing mix theory and expectation confirmation theory, this research proposed model examines the customer satisfaction and customer experience within the mobile service technology context. The proposed model is tested using an empirical study of 364 subjects in Australia. Using partial least squares path modelling, the study assessed the validity of scales. The main purpose of this paper is instrument validation and hypothesis testing will be done in the next phase of this study. The results show that constructs reliability and average variance extracted is within an acceptable range. The model did pass the discriminant validity test as the Fornell–Larcker criterion and Heterotrait–Monotrait ratio (HTMT). These findings will lead to the next phase analysis of hypotheses testing at a later stage. A revised UTAUT model is introduced by the addition of two independent variables such as customer satisfaction and customer experience which helps to understand repurchase behaviour. This research model can be used by the mobile telecommunication businesses and market researcher. Moreover, this model can be used by future researchers.