Factors Driving Customer Stickiness with Mobile Service: A Dual Model Framework

• Main Authors: Ting-Hao Lai, 賴廷豪
• Other Authors: Jung-Yu Lai
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/8vg57t

碩士 === 國立中興大學 === 科技管理研究所 === 101 === Along with the development of wireless technology and mobile device in this decade, people are able to connect Internet with mobile devices anytime and anywhere. With the popularity of mobile Internet, mobile services are gradually developed. Recently, mobile service becomes so popular that users keep spending time on it, and using it continuously. In this paper, the author used a dual model framework to identify factors driving customer “stickiness” with mobile service. Dual model framework can identify the relationship between user and service, this point has been verified by Kim & Son (2009). The dual model consists of two different mechanisms—a dedication-based mechanism and a constraint-based mechanism, the author use these two mechanisms to identify the factors of influencing customer stickiness with mobile service. The data collected from 200 users of mobile service, and the results show that both mechanisms significantly determine customer stickiness with mobile service. Customers stick with mobile service not only they want to do so but also they feel constrained to do so.