Factors influencing mobile data service (MDS) continuance intention: An empirical study

The mobile industry has become a key cornerstone of the global economy. Despite the rapid growth in mobile data services (MDS), operators of MDS have to deal with the issue of building user loyalty and maintaining continued usage. Utilizing an integrated model drawn from the theory of planned behavior and quality frameworks, we examine the impact of both system service quality and service mobility on continuance intention and the mediating effect of customer experience among MDS users. The research model was empirically tested on data collected from 196 customers of mobile data services, using partial least squares analyses. Results indicated that 41.4% of MDS users' continuance intention is explained by system service quality, service mobility, and customer experience. A key finding of this study is that customer experience, as a decision tool, has a positive relationship with MDS continuance intention, partially mediating the relationship between system service quality, service mobility, and MDS continuance intention. The study contributes to the literature of IS continuance by showing that system service quality, service mobility, and customer experience are the most important factors affecting the decision of continuing to MDS. We discuss theoretical and practical implications of the findings and conclude with recommendations for possible future research.