العوامل السلوكية المؤثرة على ولاء مستخدمي الهاتف الخلوي لمزودي الخدمة في المملكة العربية السعودية

Abstract EN

n highly competitive retail sectors, such as cellular line rentals, loyal customers are critical for the success of the companies.

As a result, those companies strive to understand customers' loyalty behavior and the factors that influence it.

In response, this study examines a loyalty model that aims to explain customers' loyalty behavior toward mobile phone service providers in the kingdom of Saudi Arabia.

Service quality was conceptualized as indirect antecedent of loyalty.

Its effect is mediated by the direct antecedents of Loyalty; Trust and Satisfaction.

Using a paper-based questionnaire; 711 valid responses were collected to confirm the study hypotheses.

Exploratory factor analysis was employed to examine the psychometrics of the employed variables and to establish discriminant and convergent validity.

Then, Structural Equation Modeling was applied to investigate whether the data fits the structure of the study model.

The model demonstrated good fit, robust, parsimonious, and high explanatory power, explaining over 75% of loyalty behavior.

The results showed that only satisfaction had significant relationship with loyalty.

On the other hand, trust had an indirect impact on loyalty through its significant relationship with satisfaction.

Service quality had a significant relationship with trust but not satisfaction.