Customer perception, integration behavior, and loyalty of internet of things enterprises

Abstract

As cloud computing, big data, and artificial intelligence technologies continue to develop and be commercially applied, the emerging industry of the Internet of Things (IoT) is continuously growing. To maintain a competitive edge, the establishment and sustenance of customer loyalty are crucial for the sustained development of IoT enterprises. Thus, this study aims to identify the key factors driving the establishment of customer loyalty in the IoT context. Utilizing an anonymous self-administered questionnaire survey, original data from 211 individual IoT users were collected, and structural equation modeling was employed to analyze the collected data. The results indicate that customer price perception, customer service perception, and customer integration behavior significantly and positively influence customer satisfaction, and through the mediating effect of customer satisfaction, significantly and positively affect customer loyalty. Additionally, customer integration behavior also directly positively influences customer loyalty. These findings expand and enrich existing research in the marketing field on customer satisfaction and loyalty, providing recommendations and valuable insights for customer management practices of IoT enterprises.