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

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.