Development of a service continance model with IT service antecedents

•In this study, we examine antecedents of consumer’s decision to continue using IT-related service.•Service satisfaction mediates the association between service usefulness and service continuation.•There is a positive association between service quality (i.e., system-service quality and customer-service quality) and service satisfaction.•Service satisfaction has a positive association with a customer׳s intent to continue using an information technology (IT) service.

This study make provides service marketers, particularly those delivering information technology (IT) related service, with insight to the factors that consumers use when evaluating IT services. We develop a service continuance model that includes the antecedents of the consumer׳s decision to continue using information technology (IT) related services in a B2C service environment. Using data from the smart phone service consumers, a covariance-based structural equation modeling analysis is used to test the research model. Results from our empirical study suggest that the association between service usefulness and service continuation intention is fully mediated by service satisfaction. Though both system-service quality and customer-service quality are positively associated with service satisfaction, consumers of IT related services attach greater importance to system-service quality than to custom service quality. Likewise, the indirect path to service continuation intention is stronger in system-service quality than in customer-service quality. Our findings have practical implication for growing market share in IT related services by recognizing the importance of system-service quality in technology service delivery.