Figure 1.
The conceptual model illustrates relationships among factors affecting customer loyalty through perceived usefulness and programme satisfaction. Monetary Savings, Convenience, Exploration, Entertainment, and Recognition and Social Factors each connect positively to Perceived Usefulness through hypotheses H 1, H 2, H 3, H 4, and H 5, respectively. Perceived Ease of Use connects positively to Perceived Usefulness through H 6 and positively to Programme Satisfaction through H 7. Perceived Usefulness connects positively to Programme Satisfaction through H 8 and directly to Customer Loyalty through H 9. Programme Satisfaction connects positively to Customer Loyalty through H 10. All constructs are displayed in oval shapes connected by directional arrows labelled with positive relationships.Conceptual model