Customer loyalty is generally viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage (Dick and Basu, 1994). Loyal customers are strongly committed to rebuy or re-patronise a preferred service or product consistently in the future (Oliver, 1999, p.34). Jones and Sasser (1995) conceptualize customer loyalty into two forms: long-term and short-term loyalty. While long-term loyal customers do not change their current service providers easily, short-term loyal customers have less resistance power towards alternative offers. Various factors lead to customer loyalty, including customer satisfaction and customer trust (Liu et al., 2011). Although an array of antecedents influence customer behaviour and customer loyalty towards a specific brand or service provider, corporate image, perceived service quality, trust, perceived costs and customer switching costs have been identified as the major factors affecting customer loyalty (Sharp and Sharp, 1997). The following sections will specifically investigate the effect of customer trust and perceived costs on loyalty as well as how smartphone ownership may affect these relationships.