Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization
Abstract
Purpose
The purpose of this paper is to determine statistically significant drivers of customer satisfaction in mobile commerce and to test the moderating effects of customization on the relationships between customer satisfaction and its predictors.
Design/methodology/approach
The sample comprised 224 respondents. Confirmatory factor analysis was used to test the validity of the model, and moderated regression analysis was applied to determine main and interaction effects.
Findings
Trust, perceived usefulness, mobility, and perceived enjoyment were found to be significant drivers of customer satisfaction. The results also indicate the statistical significance of two interaction effects: customization moderates the influence of mobility and the influence of trust on customer satisfaction.
Research limitations/implications
The study was conducted in a single time period and in a developing country where m-commerce is still not widely used. Future models should include new variables. Comparison between different age or gender groups would also be useful.
Practical implications
The findings are useful for m-commerce providers who are developing marketing campaigns, where the focus should be on promoting the mobility aspect of m-commerce, in particular its usefulness to consumers and its security. M-commerce activities should be developed and redesigned to better meet consumers’ specific demands and needs.
Originality/value
M-commerce customer satisfaction studies are rare. The developed model has five potential antecedents of satisfaction: trust, social influence, perceived usefulness, mobility, and perceived enjoyment. New insights are provided into the moderating role of customization.
Keywords
Acknowledgements
This research was partially supported by the Ministry of Education, Science and Technological Development of the Republic of Serbia, as a part of Research Project III-44010, titled: Intelligent Systems for Software Product Development and Business Support based on Models.
Citation
Marinkovic, V. and Kalinic, Z. (2017), "Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization", Online Information Review, Vol. 41 No. 2, pp. 138-154. https://doi.org/10.1108/OIR-11-2015-0364
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited