Exploring mobile application customer loyalty: The moderating effect of use contexts

•To develop and test a conceptual model that offers a value perspective in our understanding of free mobile applications.•To validate the moderating effect of use contexts on the relationship between value components and perceived value.•To determine the relationship among perceived value, satisfaction, and loyalty for the example of a free communication mobile application.•To indicate that use contextual factors have a significant moderating effect on the relationship between value components and perceived value.

The purpose of this study is to develop and test a conceptual model that offer a value perspective in our understanding of free mobile applications. The study validates the moderating effect of use contexts on the relationship between value components and perceived value, and this is then utilized to determine perceived value, satisfaction and loyalty for the example of a free communication mobile application. The method of obtaining quantitative data was that of the instrument of a survey questionnaire. The empirical results pull from a sample of users and potential users that had previously visited several free mobile applications and suggest that there is a relationship among value, perceived value, satisfaction, and loyalty with regard to the value perspective. Findings also indicated that use contextual factors have a significant moderating effect on the relationship between value components and perceived value. The results of the study will help marketers to address the key factor which influences consumer free mobile application loyalty and to improve service provider performances to meet consumer needs. The value component perspective is novel and usable in explaining the intention of mobile application consumers to use, and these findings may be generally applicable to marketers and consumers.