Abstract
Customer loyalty is critical for organizations to gain market share and maintain a sustained competitive advantage. However, no study has yet explored customer loyalty in online dating platforms. Perceived value theory suggests that perceived value is a key predictor of customer loyalty. Accordingly, this research constructed a conceptual model drawing on a multidimensional perspective of perceived value to explore customer loyalty in online dating platforms and investigated the mediating role of satisfaction. By quantitatively analyzing 352 customers who had experienced online dating platforms and utilizing structural equation modeling (SEM) to examine the relationships among propositions, the research demonstrated a strong positive correlation between perceived value, satisfaction, and loyalty, and a notable indirect impact on loyalty through satisfaction. In addition, the experiential value dimension of perceived benefits had the most positive and substantial influence on perceived value, while the perceived risk dimension of perceived sacrifice had the most negative and notable impact on perceived value. The results of the study provide designers, managers, and vendors of online dating platforms with valuable insights into customer behavior and practical recommendations for improvement, helping them to develop more effective strategies to enhance market competitiveness and ensure the sustainability of their platforms.