Continuance intention refers to whether or not a user intends to continue using a specific product or service, after they have already adopted it. With respect to mobile services and communication methods, Instant Messaging has become one the most widely used services, providing users with a variety of uses and advantages. Continuance intention of Instant Messengers are influenced by numerous factors, some of which may explain users’ intentions to continue using Instant Messengers in the context of reduced accessibility or inaccessibility. A review of some of the literature related to users’ continuance intention of Instant Messengers follows.
Continuance Intention of Mobile Services
Zhou (2014) analysed the continuance usage of mobile Internet
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Switching intention(Saeed, Hussain, & Riaz, 2011), simply refers to whether, or not, a user intends to change to a different service or product. Closely related to switching intention, are switching costs. According to Lee, Lee, and Feick (2001), switching costs are the costs related when converting from one service provider to another. These costs constitutes of money, effort and time, and has the power to greatly influence user continuance intention.
Finally, resistance to change refers to users’ refusing to adapt to change; often due to personal preference and becoming accustomed to routine. In the context of this study, resistance to change could mean that users strongly do not wish to change their preferred Instant Messenger. This is a direct influence on continuance
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(2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of services marketing, 15(1), 35-48.
Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34-47.
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Saeed, A., Hussain, N., & Riaz, A. (2011). Factors affecting consumers’ switching intentions. European Journal of Social Sciences, 19(1), 54-61.
Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. J. (2014). Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model. Electronic Markets, 24(1), 57-66.
Zhou, T. (2014). Understanding continuance usage intention of mobile internet sites. Universal Access in the Information Society, 13(3), 329-337.
Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2),
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. Retrieved April 1, 2011, from ABI/INFORM Global. (Document ID: 9401886).
When a customer is loyal he or she will definitely repeat purchase and even advertise your organization through word of mouth. Customer loyalty is the act of customers buying repeatedly as opposed to choosing those of competitors (Wyse, 2012). The impact of customer satisfaction on customer loyalty was showed in a study conducted by Mitchell (2004) who revealed a positive relationship between customer satisfaction and loyalty. Customer loyalty requires that firms or organizations meet their customers’ needs and demands in order to maintain a long lasting relationship (Campton, 2004). Coldburn (2013) also showed that satisfaction and loyalty goes together. The author indicated in his/her study that as far as customers expectation of a products or services are met, they remain loyal to the organization. An increase in satisfaction then lead to an increase in a company’s profits (Cacioappo, 2000).Eckert emphasizes that loyal customers according to are more likely to purchase or to recommend the purchase of a company’s products and services to someone else. The opposite is also true. Dissatisfied customers are likely to tell others the experiences they had with firms. Firms therefore will need to improve their customer satisfaction in order to grow loyalty and attract new customers (Agarwal,
Secondly, future researchers or smart phone companies in Malaysia are able to refer to this study to understand more regarding about what young adults in Malaysia think, how to trigger their purchase intention and increase the sales among the young generations in Malaysia. Therefore, the movement of motivation can be among improving to adopt the smart phone among young adults in Malaysia.
Since its inception, mobile phones have revolutionized society by creating an informative, connected, and participative culture for teenagers and young adults, ranging from ages 13 to 35. This device has been known to maintain and build social relationships as well as enhancing communication and increasing productivity. Kumasi Polytechnic randomly surveyed 250 respondents, and 98.7% of the participants indicated that this device enhanced communication, efficiency, and provided users with fast access to information. A popular form of preserving social interactions is using text messaging as a way to stay connected no matter the distance. In Richard Ling’s The Mobile Connection: The Cell Phone's Impact on Society, he explains how this technological phenomenon has brought the world closer especially “in the United States, [where] people are using up their nationwide-whenever-whatever-anytime minutes to keep in touch across time zones. Teens, who a...
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003) ”Customer satisfaction and loyalty in online and offline environments”, International journal of research in marketing, Vol. 20, No. 2, pp. 153-175.
Carmine Gallo demonstrates that the greatest success factor of Apple is its insane customer loyalty (2). Apple achieves this insane customer loyalty through the strong likeability, trustworthiness and quality as the aspects emphasized by its products such as IPhone (Gallo 9). In this case, Motorola targets the loyal customers of Apple because it believes that they may change customer decisions through the attractiveness of new functions that IPhone cannot provide. However, Motorola campaign didn 't affect customer 's desire to buy iPhone 7. The effectiveness of customer loyalty shows a negative correlation (Chandrasekaran et al. 161). It determines that it is hard for Motorola to successfully urge the loyal customer of Apple to change their buying behaviors when Apple builds a significantly strong customer loyalty. Unfortunately, according to the illustration of Gallo, Apple can be recognized as the most successful performer in building the strong customer loyalty in the world (4). As the suggestion of Miklos Sarvary, it is better to target a sufficiently different market segment compared with the competitors, in order to ensure the competitiveness of the marketing strategy
...M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625-638.
The modern society has a high rate of using technology devices including computers and smartphones. Notably, the development of the smartphone that are available at different prices to meet common requirements has played a significant part in reshaping the use of technology in the society (Gargiulo, 2015). Importantly, the use of smartphones is high across the population with the young adults aged between 18 and 24 being the highest users. However, reports from the Deloitte Global Mobile Consumer Survey predicts that the use of smartphones among the elderly (64 and above) is on the rise from 30 percent to 50 percent (Deloitte, 2012). Specifically, this is influenced by the demographic changes where most of the baby boomers are
In 2012, Boonying Kongarchapatara & Randall Shannon in their paper, ‘Investigating the Effectiveness of a Loyalty Program Through the Relationships of Program Design, Implementation, and Customer Loyalty’ emphasize on the factors which affect the customer loyalty programmes through their design and implementation phases.
At the outset, mobile phones were considered as valuable resources that were shared by family members and close friends, rather than as purely personal devices. As times have progressed the way mobiles are perceived has changed, they have moved from the want segment to the need segment.
1. Lau, Geok Theng, and Sook Han Lee. "Consumers' trust in a brand and the link to brand loyalty." Journal of Market-Focused Management 4.4 (1999): 341-370.
Anonymous (1998, June 23). Keeping in Touch With Americans: New Survey on Attitudes About Messaging Technologies Finds More Hope Than Hype About 'Overload' Problem. Business Wire, p. PG.
we would be tempted to believe that is a simple, linear relation between satisfaction and loyalty. According the research of (Jones & Sasser Jr., 1995) , relation satisfaction and loyalty is different according to time and circumstances. Unless they are totally satisfied, there is always a chance you will see your customers be lured away (Jones & Sasser Jr., 1995).
We can’t assume consumers will remain loyal if we don’t adapt and learn and you can’t assume brand strength alone will keep them or attract new consumers. The market will change and new will enter the market. I realized that the 5 D’s (Discovering, Defining, Developing, Doing, and Directing) in the marketing process is a continuous, an ongoing evaluation of the market conditions and the continued adaption. For Digital Channels, that means we must have the best feature rich products and service that our customers value. We can’t assume they will stay with us because they have for years. The moment a company becomes complacent, they become
Instant messaging is a tool used by a vast majority of Internet users. This new tools has some advantages and some disadvantages. IM is used a lot of the time in education. It’s used for recruiting and admissions, student-faculty communications, library consultations, group projects, and immediate feedback, and discussions during lectures. Businesses are also finding instant messaging useful, as well as the deaf community. Some of the disadvantages are that teachers don’t feel comfortable using IM, instant messaging might interfere with students work, and viruses can be passed via instant messaging through links. Instant messaging seems to have a more positive side than negative.