Customer satisfaction and loyalty factors of Mobile Commerce among young retail customers in Croatia

  • Ines Dužević University of Zagreb, Faculty of Economics and Business
  • Mia Delić University of Zagreb, Faculty of Economics and Business
  • Blaženka Knežević University of Zagreb, Faculty of Economics and Business
Palavras-chave: Mobile Commerce, Customer Satisfaction, Customer Loyalty, Young Customers, Croatia

Resumo

Mobile technology has begun to transform the way young retail consumers shop, allowing them more intermediate control over purchasing process. With competition accelerating in retail industry, mobile devices have been used widely in delivering value-added services. Hence, mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. The purpose of this paper is to identify key factors influencing customer satisfaction and loyalty in mobile commerce by empirically-based research questionnaire. Based on previous literature, the paper builds sets of customer satisfaction and loyalty constructs for mobile commerce.  Significant constructs and their relationships are examined by m-commerce satisfaction model employing structural equation model. Research findings indicate that all constructs significantly affect Smartphone customers’ satisfaction, except for the price. Furthermore, satisfaction has moderately strong influence on Smartphone customer’ loyalty. The implication of this research to researchers and practitioners is discussed.

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Biografia do Autor

Ines Dužević, University of Zagreb, Faculty of Economics and Business
PhD, University of Zagreb, Faculty of Economics and Business
Mia Delić, University of Zagreb, Faculty of Economics and Business
MA, University of Zagreb, Faculty of Economics and Business
Blaženka Knežević, University of Zagreb, Faculty of Economics and Business
PhD, University of Zagreb, Faculty of Economics and Business
Publicado
09-09-2016
Como Citar
Dužević, I., Delić, M., & Knežević, B. (2016). Customer satisfaction and loyalty factors of Mobile Commerce among young retail customers in Croatia. Gestão E Sociedade, 10(27), 1476. https://doi.org/10.21171/ges.v10i27.2129