Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty.

•We propose simplicity and interactivity as key determinants of usability.•We examine the effects of usability on user satisfaction, trust, and brand loyalty.•Increasing simplicity will increase interactivity and usability experience.•Usability is a distal determinant of brand loyalty.•Satisfaction and trust mediate the effects usability on brand loyalty.