The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media

Kyeongmin Yum and Byungjoon Yoo ()
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Kyeongmin Yum: College of Business, Seoul National University, Gwanak-ro 1, Gwanak-gu, Seoul 08826, Republic of Korea
Byungjoon Yoo: College of Business, Seoul National University, Gwanak-ro 1, Gwanak-gu, Seoul 08826, Republic of Korea

Sustainability, 2023, vol. 15, issue 14, 1-14

Abstract: In today’s emerging and competitive mobile social media market, companies continuously endeavor to improve service quality and customer satisfaction in order to gain a competitive advantage and ensure long-term sustainability. The objective of this study is to identify the relationship between service quality, customer satisfaction, and customer loyalty in mobile social media. Moreover, this study examines the role of customer satisfaction as a mediator. The proposed research model consists of four dimensions of mobile service quality (usefulness, convenience, design, and security/privacy) as well as customer satisfaction and customer loyalty. The survey used the self-administrated method. A total of 256 responses were used in the data analysis. We estimated the hypothesized relationships of the research model using a structural equation modeling technique. The results are as follows: first, usefulness, convenience, design, and security/privacy significantly and positively affect customer satisfaction. Second, customer satisfaction has a significant and positive impact on customer loyalty. Third, customer satisfaction mediates the relationship between service quality and customer loyalty; in particular, convenience, design, and security/privacy are completely mediated while usefulness is partially mediated. These results can serve as a valuable reference for mobile social media providers to manage services and improve service quality and customer satisfaction.

Keywords: mobile social media; service quality; customer satisfaction; customer loyalty; mediation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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