Determinants of Consumer Satisfaction of Mobile Commerce in Turkey

Year 2019, Volume: 5 Issue: 1, 15 - 36, 01.04.2019

Muhammad Ali Baloch Farid Huseynov

Abstract

The concept of customer satisfaction points out the satisfaction that
customers gain from working with a business. In other words, the concept
describes how satisfied customers are with their transaction and their overall
experience with the company. In order to retain existing customers, spread
brand awareness through them and convert current customers to loyal
ones, customer satisfaction is a key requirement to be met. Any business
entity attempts to reach high level of customer satisfaction through their
customer relationship management activities.
Mobile commerce (M-commerce) are among young business entities that
struggle with customer satisfaction concept known as M-satisfaction.
M-commerce is the subsection of E-commerce that contains all
E-commerce transactions that can be performed with the help of mobile
(handheld) devices. The objective of the paper is to identify characteristics
of M-commerce and to recognize factors that affect customer satisfaction
(M-satisfaction) in M-commerce through well-founded empirical studies.
Mobile user’s discernments and satisfaction are clarified in regards to
versatile trade in Turkey.
First, based on previous literature, the paper builds sets of customer
satisfaction factors for both E‐commerce and M‐commerce. Second,
features of M‐commerce are identified by comparing it with current
E‐commerce. Third, significant factors that affect M‐satisfaction are
examined by employing structural equation model. The data for the study
have been collected through a self-administrated questionnaire where 204
respondents from Turkey (mainly from Istanbul city) have participated.
According to the research findings, mobility, ease of use, security and
privacy are positively correlated to customer satisfaction while both
content reliability and service quality have no relationship with customer
satisfaction. M-retailors and M-commerce service designers can utilize
findings of this study to know about how to improve customer satisfaction
level of their customers and as a result gain competitive advantage based
on a better understanding of their customers’ needs and expectations.

Keywords

M-Commerce, E-Commerce, Structural Equation Model

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