Impact of Service Characteristics of Mobile Shopping Mall on User Satisfaction and Customer Loyalty
Young-Hee Oh, Hyoung-Gil Kim, Jae-Gyun Kim · The Journal of Internet Electronic Commerce Resarch · 2018
Recently a rapid diffusion of mobile supply is changing the behavior and economic activity of consumer. Especially, mobile shopping, which contains all forms of e-commerce used by mobile equipment, is changing the behavior and economic activity of consumer with mobile shopping service characteristics of being able to search for information and pay without being restrained of time and place. A variety of prior studies about the characteristics of mobile shopping mall exist but this study focused on the service characteristics of mobile shopping mall by looking into the convenientness, informativeness and enjoyment while the impact of these characteristics on user satisfaction and customer loyalty was studied. As a result, the mobile shopping mall users with higher perceived convenientness, informativeness and enjoyment showed higher satisfaction which implicates that the accessibility and the use methods of mobile shopping mall should be composed conveniently. Also, using mobile shopping mall should be fun for the customers in order to upraise the satisfaction. Further result of this study revealed that the mobile shopping mall users with higher perceived convenientness and enjoyment showed higher customer loyalty. Among the independent variables, convenientness had the most impact on the customer satisfaction, which implicates that the service elements of mobile shopping mall, such as payment service and product search, should be composed conveniently and the needs for the marketing activities that draw distinction by emphasizing the convenientness.