This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in which we hypothesize that customers' intention to continue using MVAS as a behavioural response (R) is a direct result of their satisfaction with the services and their perception of its value as affective and cognitive states (O), respectively. The developed model also recognizes the importance of mobile service quality (S) in terms of characteristics and features in developing customer satisfaction and perceived value. In this investigation, mobile service quality aspects: customer service, service content, and mobile network quality are utilized as stimuli. The data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM with SmartPLS3 software was used for data analysis. While both customer satisfaction and perceived value have direct positive influences on continuance usage intention, the customer satisfaction effect is more significant, according to the structural findings. Moreover, customer service quality, service content quality, and mobile network quality were all discovered to be direct predictors of perceived value. In contrast, mobile network quality was not revealed to be a significant predictor of customer satisfaction. This paper is one of the few investigating the major factors contributing to the continued use of MVAS in the Arab world. This work adds to the growing knowledge on post-adoption in mobile services and business. This investigation provides crucial suggestions for decision-makers in the mobile telecommunications industry from a practical standpoint.

本研究旨在解释为什么电信客户会继续使用移动增值服务 (MVAS)，包括信息、通信、娱乐和交易服务。我们基于 SOR 范式和现有关于 MVAS 和移动服务质量的研究开发了一个模型，其中我们假设客户继续使用 MVAS 作为行为响应 (R) 的意图是他们对服务及其满意度的直接结果分别将其价值感知为情感和认知状态（O）。开发的模型还认识到移动服务质量（S）在发展客户满意度和感知价值方面的特征和特征的重要性。在本次调查中，移动服务质量方面：客户服务、服务内容、和移动网络质量被用作刺激。这些数据是使用在线调查工具从 371 名受访者那里收集的。使用 SmartPLS3 软件的 PLS-SEM 进行数据分析。根据结构研究结果，虽然客户满意度和感知价值对持续使用意愿有直接的正向影响，但客户满意度效应更为显着。此外，客户服务质量、服务内容质量和移动网络质量都被发现是感知价值的直接预测因素。相比之下，移动网络质量并未显示为客户满意度的重要预测指标。本文是为数不多的研究促成在阿拉伯世界继续使用 MVAS 的主要因素之一。这项工作增加了关于移动服务和业务的后期采用的知识。这项调查从实际的角度为移动电信行业的决策者提供了重要的建议。