Abstract: Abstract: The competition among mobile instant message service providers is getting crucial, and service providers actively cut down the threshold to attract customers. Whether or not users are satisfied with the services and remain loyalty to the service providers are important issues for the mobile service providers. The impact of trust, service quality perception value on customer satisfaction degree, and the impact of trust, customer satisfaction degree, and switching costs on customer loyalty are empirically exptored. By using survey data collected from 541 users, the results indicate that trust, service quality, functional value, and emotional value significantly affect the customer satisfaction. Moreover, customer satisfaction degree, trust, and switching cost have the significant influences on the customer loyalty.

Key words: mobile service, trust, service quality, customer perception value, switching cost, satisfaction, loyalty