Abstract
The current study proposes the combination of two well-established theoretical streams of the relationship commitment paradigm: the relationship investment model and the commitment-trust theory to explain brand loyalty of technology-mediated self-services users. Data were collected from a survey of 573 customers of mobile internet service providers and were analysed using PLS. The results indicated that brand loyalty is determined by commitment towards the provider, which, in turn, is influenced by the consumer-brand relationship components of trust, satisfaction, investment size, and quality of alternatives. Finally, both trust and investment size enhance the impact of customer satisfaction on relationship commitment, meaning that satisfied customers have confidence to their providers, and they are willing to invest and become committed to this relationship. Theoretical and managerial implications, limitations and suggestions for further research are provided at the end of the study.
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