English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Mobile messenger services (MMSs), such as Kakaotalk, Wetalk, Line, and Whatsapp, are gaining popularity worldwide because of communicating with other people without any cost. We examined key antecedents of user loyalty to understand user’s decision-making process in the MMS environment. To capture a long-term relationship with service providers, we posit relational commitment and user satisfaction as key predictors of user loyalty. Moreover, the effects of perceived usefulness, perceived enjoyment, and corporate image on user’s decision-making processes were examined. The proposed model was tested by applying partial least squares to data from 220 experienced Kakaotalk users. The findings of this study found that both relational commitment and user satisfaction play an important role in enhancing user loyalty in the MMS context. The analysis results indicate that corporate image influences relational commitment and user loyalty through user satisfaction. The analysis results help MMS providers establish management or marketing strategies to effectively improve user loyalty.

The Role of Relational Commitment and its Antecedents in User Loyalty of Mobile Messenger Services