largest effect on customer satisfaction in mobile company sites (internet) in China. Alhawari and Mouakket (2010) show in their study that perceived enjoyment has a significant relationship with students‘ e-satisfaction in the UAE in the e-learning context.
On the other hand, a study conducted by Shun and Yunjie (2006) on online shopping (e commerce) finds that perceived enjoyment has an insignificant impact on customer satisfaction. A study conducted in the UAE on e-learning by Al-Hawari and Mouakket (2010) recommends that future studies should extend the study on the impact of perceived enjoyment on customer satisfaction and retention. That will provide the basis for studying these relationships in other contexts and provide a chance to have generalized findings. Based on the above and in conformity with Baron and Kenny (1986), this association is best shown in the case of a powerful link between the predictor and the criterion variable. Hence, customer satisfaction can be examined as a mediator variable between perceived enjoyment and customer loyalty on the basis that it has met this expectation. By including customer satisfaction as a mediator between perceived enjoyment and customer loyalty, it is hoped that this research fills the theoretical gap raised initially in this study. Based on the knowledge of the researcher, few studies have been done that include customer satisfaction as a mediator between perceived enjoyment and customer loyalty, focusing entirely on Generation Y in the postpaid segment of the mobile phone provider in general, and in Jordan‘s mobile phone operators specifically.
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- Summer '17