Satisfaction and Trust Should First Be Nested in Commitment Before Affecting Loyalty in the Use of Mobile Shopping Applications

This study investigates the active role of commitment in explaining loyalty programs when customers get their satisfaction and trust through a Mobile Shopping Application (MSA). Moreover, it reveals the staging process of satisfaction and trust, nesting in customers’ commitment before affecting loyalty. This study challenges freshness. Firstly, it criticizes that customers’ loyalty, as suggested by some extant research, depends on their direct benefits from loyalty programs but because of their involvement with them. Secondly, it offers a new alternative model by complementing the extant research, which discusses loyalty programs, inducing the users’ enhanced commitment. Thirdly, it proposes that research designed using cognitive behavioral therapy (CBT), which influences the users’ commitment, results in validity in conclusion by implementing the measurements of general and multidimensional commitments. Moreover, multidimensional commitment outperforms the general one. Finally, this research contributes that the functional role of users’ commitment has mediated between satisfaction and trust, and loyalty programs in using an MSA. Commitment requires satisfaction and trust but must also be developed through user loyalty. Furthermore, CBT’s interactional role is in developing customers’ commitment as the second contribution due to gaining some benefits from the firm that facilitated them.