This study seeks to explain why telecom customers would continue to use mobile value-added services (MVAS), including information, communication, entertainment, and transaction services. We developed a model based on the S-O-R paradigm and existing research on MVAS and mobile service quality, in which we hypothesize that customers' intention to continue using MVAS as a behavioural response (R) is a direct result of their satisfaction with the services and their perception of its value as affective and cognitive states (O), respectively. The developed model also recognizes the importance of mobile service quality (S) in terms of characteristics and features in developing customer satisfaction and perceived value. In this investigation, mobile service quality aspects: customer service, service content, and mobile network quality are utilized as stimuli. The data was collected from 371 respondents utilizing an online survey instrument. PLS-SEM with SmartPLS3 software was used for data analysis. While both customer satisfaction and perceived value have direct positive influences on continuance usage intention, the customer satisfaction effect is more significant, according to the structural findings. Moreover, customer service quality, service content quality, and mobile network quality were all discovered to be direct predictors of perceived value. In contrast, mobile network quality was not revealed to be a significant predictor of customer satisfaction. This paper is one of the few investigating the major factors contributing to the continued use of MVAS in the Arab world. This work adds to the growing knowledge on post-adoption in mobile services and business. This investigation provides crucial suggestions for decision-makers in the mobile telecommunications industry from a practical standpoint.
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