Seyal, AfzaalRahman, Noah Abd2014-12-042014-12-0420142014Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand978-1-927184-26-4https://hdl.handle.net/10292/8114The study investigates the 220 mobile services users selected randomly among students and staff of a technical university in Brunei Darussalam in understanding as how the various factors of perceived value and loyalty factors are considered significant in predicting the users’ intention of using various mobile services in Brunei Darussalam. The data analyzed through SPSS regression analysis further indicates that user’ social values’ significantly contribute toward customers ‘loyalty for the service providers that in turn lead to the behavioral intentions in using the mobile services. All other attributes of perceived values remained insignificant.Conference ContributionOpenAccess