This research aims to examine mobile customer’s perception of service quality, customer value, customer satisfaction, corporate image, switching cost and customer loyalty. An empirical investigation of the relationships between service quality, customer value, corporate image, customer satisfaction, switching cost and customer loyalty was conducted based on a structural equation modeling (SEM) approach.
The results found that service quality, customer value and switching cost have positive influence on customer satisfaction. In addition, result also indicated the impact of customer satisfaction; customer value and switching cost have positive influence on customer loyalty. This study investigates how customer satisfaction and switching cost influence customer loyalty. The adjustment effect of switching cost on customer satisfaction and customer loyalty is also analyzed. These findings provide valuable information for mobile service operators to increase the number of customers and customer loyalty by improving service quality, customer value, corporate image and customer satisfaction.

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