The effects of service interactivity on the satisfaction and the loyalty of smartphone users

•We examined the factors that affect the smartphone users’ continuance intention.•Also this study shows that content quality and compatibility also should be considered to keep the user’s intention (described as site loyalty in other previous studies).•As a new academic contribution, we suggest that the smartphone users’ continuance intention to use a service can be different according to their smartphones’ operating systems.•With the reviewers’ important and invaluable comments, we could revise our study to be more valuable and meaningful. We added the detailed response to the reviewers.

Despite the spectacular growth in the use of smartphones in recent years, still deeper attention on the possibility of continuous development is needed. In this regard, it has become important to encourage smartphone users to use the service continuously. To notify the meaningful factors for the satisfaction and intention of the users in using smartphones, this study focuses on interactivity and divides the factor into 5 sub-dimensions: system quality, network quality, content quality, customer support, and compatibility. This study finds several meaningful factors by conducting a survey research: content quality is the most influential factor in shaping satisfaction, followed by compatibility, system quality, and customer support. This study also shows that satisfaction has a positive effect on the continuance intention and network quality has a positive effect on the continuance intention. In terms of operating systems, it is found that the users may exhibit noticeable differences in post adoption behavior. This study can be an important practical/academic reference to provide important hints to strengthen the relationship between the service providers and their customers.