Determinants of continuance intention factor in Kuwait communication market: Case study of Zain-Kuwait

We measure effects over continuance intention.We used two determinant factors justice and quality.Determinants are measured through their multidimensionality.Outcome quality is most significant factor. The continuance intention is one of the most important factors that affect a company's profitability and market share. Yet, this factor and its effect remain unexplored in the Arabian communication market.In this study, we examine two multidimensional constructs of customer satisfaction that impact the continuance intention: quality and justice. Quality is measured through three dimensions: interaction, environment, and outcome. Justice is also measured through three dimensions: interactional, procedural, and distributive. We survey 512 customers in Kuwait's communication market on their intention to continue with their current mobile service provider. We find that the outcome quality is the most influential construct on the perceived usefulness of the provider, which wields the most influence on the continuance intention.

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