A Study of Bruneian Customers Use of Mobile services: Examining Theory of Consumption Value with Customer Loyalty & Behavior
Seyal, Afzaal; Rahman, Noah Abd
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The study investigates the 220 mobile services users selected randomly among students and staff of a technical university in Brunei Darussalam in understanding as how the various factors of perceived value and loyalty factors are considered significant in predicting the users’ intention of using various mobile services in Brunei Darussalam. The data analyzed through SPSS regression analysis further indicates that user’ social values’ significantly contribute toward customers ‘loyalty for the service providers that in turn lead to the behavioral intentions in using the mobile services. All other attributes of perceived values remained insignificant.