Abstract
Mobile data services in China are blooming. At the same time, fierce competition of service providers lower the customer loyalty, thus decrease the revenue and efforts of sustainable development. So it’s critical to know the antecedents and their effects on customer loyalty. In this study, we empirically explore the interrelationship among customer value, customer satisfactory, switching barriers and customer loyalty in China mobile data services context by Partial Least Square. The results show that all antecedents have different positive effects on customer loyalty. Management implications are discussed. Key words: Mobile data services; Customer value; Customer satisfactory; Switching barriers; Customer loyalty
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