Sehrish Huma, Waqar Ahmed, Minhaj Ikram and Arsalan Najmi
Given the rising popularity of mobile commerce among young consumers, this study aims to examine the effect of mobile applications service quality (MASQ), service convenience…
Abstract
Purpose
Given the rising popularity of mobile commerce among young consumers, this study aims to examine the effect of mobile applications service quality (MASQ), service convenience (SERCON) and satisfaction contributing to the retention of young consumers towards mobile applications.
Design/methodology/approach
Primary data were collected from 213 active online young smartphone users who have used mobile apps for shopping through a structured questionnaire. Structural equation modelling is used to analyse the data.
Findings
The results of this study reveal that both MASQ and SERCON strongly support satisfaction, which leads to the retention of young customers.
Originality/value
This study is one of the few relevant pieces of research that would benefit mretailers encompassing mobile commerce applications to improve their MASQ and SERCON with cutthroat competition in gaining and retaining young customers for shopping through smartphone applications.
Details
Keywords
- Mobile commerce applications (MCA)
- Mobile application service quality
- Service convenience
- Young consumers
- m-retailers
- 移动商务应用 (MCA)
- 移动应用服务质量
- 服务便利性
- 年轻消费者
- 移动零售商 (m-retailers)。
- Aplicaciones de comercio móvil (MCA)
- Calidad del servicio de aplicaciones móviles
- Conveniencia del servicio
- Jóvenes consumidores
- Minoristas móviles (m-retailers)