Sequential customer experiences leading to continuance intention in the mobile telecom industry: from contract to call center

In today's digital age, most individuals own smartphones and routinely use telecom services. As a result, understanding users' intentions to continue using specific mobile carriers based on their experiences becomes paramount for corporate sustainability. This study delves into the intricate dynamics of user experiences, aiming to elucidate the primary factors influencing continuance intention. By incorporating a unique theoretical framework that emphasizes customer experiences, this research seeks to bridge a gap in the current literature. Drawing from a sample size of 299 smartphone users who have active subscriptions with telecom services, we employed partial least squares structural equation modeling (PLS-SEM) to rigorously analyze the data. Our findings indicate a significant relationship where the corporate image is influenced by factors such as contract terms, perceived fees, call quality, and call center experience. Moreover, user satisfaction, another pivotal variable, is shaped by the same factors. Both corporate image and user satisfaction were found to be determinants of a user's continuance intention. The distinguishing value of this research lies in its holistic approach to user experience, uniquely integrating various service touchpoints to provide comprehensive insights into user intentions in the telecom domain.