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M-commerce: The nexus between mobile shopping service quality and loyalty

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  • Omar, Suha
  • Mohsen, Kholoud
  • Tsimonis, Georgios
  • Oozeerally, Adam
  • Hsu, Jen-Hsien

Abstract

Whilst M-commerce is having a major influence in the way businesses and consumers interact, mobile shopping service quality (MS-SQ) has been understudied in the literature. This paper examines MS-SQ within a conceptual model of customer satisfaction and loyalty surveying UK customers who bought fashion clothing via their mobile devices. The results of two empirical studies confirm four dimensions of MS-SQ: efficiency, fulfilment, responsiveness and contact. Using bootstrapping of 2000 resamples, SEM results showed a significant impact of MS-SQ on customer satisfaction, which in turn impacts loyalty. These results are robust across two samples. Only the dimension efficiency exhibits an indirect effect on loyalty via satisfaction in both studies whilst controlling for gender, age, income, value of clothing item, and m-shopping experience. These findings are discussed and have managerial implications for retailers operating m-commerce sites.

Suggested Citation

  • Omar, Suha & Mohsen, Kholoud & Tsimonis, Georgios & Oozeerally, Adam & Hsu, Jen-Hsien, 2021. "M-commerce: The nexus between mobile shopping service quality and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000345
    DOI: 10.1016/j.jretconser.2021.102468
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    7. Shang, Dawei & Wu, Weiwei, 2022. "Does green morality lead to collaborative consumption behavior toward online collaborative redistribution platforms? Evidence from emerging markets shows the asymmetric roles of pro-environmental self," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    8. Fahad Ali Algamash & Munir Shehu Mashi & Mohammad Nurul Alam, 2022. "Understanding the Antecedents of Use of E-Commerce and Consumers’ E-Loyalty in Saudi Arabia Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    9. Maduku, Daniel K. & Thusi, Philile, 2023. "Understanding consumers' mobile shopping continuance intention: New perspectives from South Africa," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Nurul Fazleen Mohd Zariman & Norshima Humaidi & Muhammad Hafiz Abd Rashid, 2023. "Mobile commerce applications service quality in enhancing customer loyalty intention: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(4), pages 649-663, December.
    11. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    12. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    13. Pang, Hua & Ruan, Yang, 2023. "Determining influences of information irrelevance, information overload and communication overload on WeChat discontinuance intention: The moderating role of exhaustion," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    14. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    15. Nguyen, Luan-Thanh, 2024. "Factors Affecting Service Quality and Satisfaction Customers Use of Mobile Commerce in Ho Chi Minh," MPRA Paper 119906, University Library of Munich, Germany, revised 10 Jan 2024.
    16. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    17. Uzir, Md. Uzir Hossain & Al Halbusi, Hussam & Thurasamy, Ramayah & Thiam Hock, Rodney Lim & Aljaberi, Musheer A. & Hasan, Najmul & Hamid, Mahmud, 2021. "The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Ng, Felicity Zi-Xuan & Yap, Hui-Yee & Tan, Garry Wei-Han & Lo, Pei-San & Ooi, Keng-Boon, 2022. "Fashion shopping on the go: A Dual-stage predictive-analytics SEM-ANN analysis on usage behaviour, experience response and cross-category usage," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Weng Marc Lim & Gaurav Gupta & Baidyanath Biswas & Rohit Gupta, 2022. "Collaborative consumption continuance: a mixed-methods analysis of the service quality-loyalty relationship in ride-sharing services," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1463-1484, September.
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    21. Perengki Susanto & Mohammad Enamul Hoque & Verselly Nisaa & Md Asadul Islam & Yusniza Kamarulzaman, 2023. "Predicting m-Commerce Continuance Intention and Price Sensitivity in Indonesia by Integrating of Expectation-Confirmation and Post-acceptance Model," SAGE Open, , vol. 13(3), pages 21582440231, July.

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