Purpose

This study aims to explore the loyalty intent of prepaid (contract-free) customers in a market where disloyalty is prevalent and the market has low switching costs.

Design/methodology/approach

A quota, non-probability sampling technique was applied, resulting in the completion of 220 self-administered questionnaires that were used for data analysis. Confirmatory factor analysis and a structural equation model were applied to determine model fit and test the formulated hypotheses for this study.

Findings

The strength of the satisfaction–loyalty relationship is found to be influenced by three specific satisfaction antecedents, strengthened by the mediating role of customer delight and impacted by switching costs.

Practical implications

The findings of this study may guide mobile service providers in their initiatives to secure satisfaction and loyalty in a market context where switching costs are low and the market is described as disloyal.

Originality/value

This study investigates the well-researched relationship between satisfaction and loyalty and the antecedents of customer satisfaction to determine which of these variables should be the focus in a challenging market where consumers are disloyal and switching costs are low.

中文翻译：

---

在转换成本低的市场中获得愉悦感和忠诚度

目的

本研究旨在探讨在不忠诚普遍且市场转换成本低的市场中预付费（无合同）客户的忠诚度意图。

设计/方法/途径

采用配额、非概率抽样技术，完成了 220 份用于数据分析的自填问卷。应用验证性因素分析和结构方程模型来确定模型拟合并检验本研究提出的假设。

发现

满意度-忠诚度关系的强度被发现受三个特定的满意度前提的影响，通过客户满意度的中介作用得到加强，并受到转换成本的影响。

实际影响

这项研究的结果可能会指导移动服务提供商在转换成本低且市场被描述为不忠诚的市场环境中采取措施确保满意度和忠诚度。

原创性/价值

本研究调查了满意度和忠诚度之间经过深入研究的关系以及客户满意度的前因，以确定在消费者不忠诚且转换成本低的具有挑战性的市场中，应该关注哪些变量。