The effects of transforming mobile services into mobile promotions

摘要

Although practitioners already use mobile devices as a communication channel to reach customers, few studies have explored the factors that can encourage customer loyalty via mobile services. This study focuses on the check-in service, a location-based service that can be integrated into marketing promotions. This study uses expectation confirmation theory and disappointment theory to investigate the relationships between four forms of expectation confirmation, two affective attitudes, and customer loyalty. The data to test the hypotheses were collected from an online survey that provided 485 valid responses. These data were analyzed using partial least squares structural equation modeling. The findings confirm that using mobile services in marketing promotions can lead to customer satisfaction or disappointment and thereby influence word-of-mouth intention and repatronage intention. Our results also suggest the existence of two moderators. Awareness of persuasive intent moderates the relationship between affective attitudes and customer loyalty, while message source moderates the relationship between expectation confirmation and affective attitudes. Our findings contribute to expectation confirmation theory and disappointment theory and have implications for mobile service practitioners.