The aim of this research is to analyse the antecedents of consumer’s loyalty toward ISP user in Indonesia. Previous research was done by Chiou (2004) in Taiwan, while this research added two variables, named involvement and behavioural loyalty. Respondent were internet subscribers who pay for their internet connection. Primary data were collected using questionnaire as measurement instrument. Data collection comprises of two phases: the first phase was intended to measure loyalty intention and the second phase was intended to measure behavioural loyalty. The research period is in the year of 2008, and 267 data were analysed. Structural equation modelling was used to analyse the proposed model and hypotheses. This research found that the new model of loyalty antecedents of ISP user in Indonesia, has found the actual loyalty which is showed as behavioural loyalty variable, which it was not measured in previous research.
JEL Codes: M31, M21
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