A dual-factor model of loyalty to IT product - The case of smartphones

This study proposes a dual-factor model to study the factors driving consumer loyalty to IT products. This model was developed on the basis of expectation-confirmation model (ECM) and status quo bias (SQB) theory from both dedication-constraint perspective and cognition-affect perspective. Smartphones were chosen as the study context. A survey study was conducted to examine the proposed model and hypotheses. Our findings provide strong support for the proposed model. The dedication factors of satisfaction and relative advantage of incumbent, as well as the constraint factors of inertia and switching cost significantly influence consumers' intentions to rebuy and continue to use IT products. The constraint factor inertia influences the dedication factor satisfaction. This study demonstrates the cognition-affect-behavior loyalty phases by considering both dedication and constraint factors. The proposed model helps IT vendors devise proper strategies to build customer loyalty. (C) 2015 Elsevier Ltd. All rights reserved.