With the rapid development of mobile technology and large usage rates of mobile phones, mobile instant
message (MIM) services have been widely adopted in China. Although previous studies on the adoption
of mobile services are quite extensive, few focus on customer satisfaction and loyalty to MIM in China.
In this study, we examine the determinants of customer satisfaction and loyalty. The findings confirm
that trust, perceived service quality, perceived customer value, including functional value and emotional
value, contribute to generating customer satisfaction with MIM. The results also show that trust, customer
satisfaction and switching cost directly enhance customer loyalty. Additionally, this study finds that age,
gender, and usage time have moderating effects. Finally, implications for the marketing of MIM are
discussed.