Determining the Factors Affecting Customers’ Satisfaction with Mobile Applications: A Study on Generation Z

Year 2022, , 63 - 89, 31.03.2022

Buket Bora Semiz

https://doi.org/10.15869/itobiad.879819

Cited By: 1

Abstract

Known for using technology, the internet, and mobile devices very well and keeping up with technological developments, Z generation consumers frequently use mobile channels and applications for shopping. Considering that this generation, a small part of which is still economically free, will become economically independent quickly, it becomes a consumer group that should be emphasized, especially in terms of mobile retailers. Therefore, it becomes essential to determine the factors that affect the satisfaction of the Z generation as mobile customers. This study examines the factors that affect consumers' satisfaction with mobile applications in terms of Z generation consumers. In this context, data were collected from 311 participants aged between 15 and 20 by adopting the convenience sampling method through online surveys between January 01 and February 01, 2021. According to the research findings, it has been concluded that the perceived benefit, social impact, application design, time-saving, and trust are practical on consumers' satisfaction with mobile applications. Perceived ease of use and product variety was not found to affect customer satisfaction for mobile applications. In addition, it was concluded in the research that perceived ease of use affects perceived usefulness and application design, and perceived usefulness and perceived ease of use affect trust. In the context of these findings, making mobile applications more useful and easier will benefit businesses in terms of profitability. At the same time, it will also create social benefits by enabling consumers to both shops and socialize more.

Keywords

Mobile Customer Satisfaction, Time Saved, Product Variety, Application Design, Trust

Tüketicilerin Mobil Uygulamalara Yönelik Memnuniyetlerini Etkileyen Faktörlerin Belirlenmesi: Z Kuşağı Üzerine Bir Araştırma

Abstract

Teknolojiyi, interneti ve mobil araçları çok iyi kullanmaları ve teknolojik gelişmelere kolay ayak uydurmalarıyla bilinen Z kuşağı tüketicileri alışveriş için de mobil kanalları ve uygulamaları sıklıkla kullanmaktadır. Henüz çok az bir kısmı ekonomik anlamda özgür olan bu kuşağın kısa bir zaman sonra ekonomik anlamda bağımsız hale geleceği düşünüldüğünde özellikle mobil perakendeciler açısından üzerinde durulması gereken bir tüketici grubunu haline gelmektedir. Dolayısıyla Z kuşağının mobil müşteriler olarak memnuniyetleri üzerinde etkili olan faktörlerin belirlenmesi de oldukça önemli hale gelmektedir. Bu çalışmanın amacı, tüketicilerin mobil uygulamalara yönelik memnuniyetini etkileyen faktörleri Z kuşağı tüketicileri açısından incelemektir. Bu bağlamda 01 Ocak- 01 Şubat 2021 tarihlerinde çevrimiçi anketler aracılığıyla kolayda örnekleme yöntemi benimsenerek yaşları 15 ile 20 arasında değişen 311 katılımcıdan veri toplanmıştır. Araştırma bulgularına göre, tüketicilerin mobil uygulamalara yönelik memnuniyeti üzerinde algılanan fayda, sosyal etki, uygulama dizaynı, zaman tasarrufu ve güvenin etkili olduğu sonucuna ulaşılmıştır. Algılanan kullanım kolaylığı ve ürün çeşitliliğinin ise mobil uygulamalara yönelik müşteri memnuniyeti üzerinde etkisine rastlanamamıştır. Ayrıca araştırmada, algılanan kullanım kolaylığının algılanan fayda ve uygulama dizaynını etkilediği, algılanan fayda ve algılanan kullanım kolaylığının da güveni etkilediği sonucuna ulaşılmıştır. Bu bulgular bağlamında mobil uygulamaların daha kullanışlı ve daha kolay hale getirilmesi işletmelerin karlılıkları açısından fayda sağlarken tüketicilerin de hem daha fazla alışveriş yapmasına hem de sosyalleşmelerine imkân sağlayarak toplumsal açıdan da fayda yaratacaktır.

Keywords

Mobil Müşteri Memnuniyeti, Zaman Tasarrufu, Ürün Çeşitliliği, Uygulama Dizaynı, Güven

References

• Adıgüzel, O., Batur, H. Z. ve Ekşili, N. (2014). Kuşakların değişen yüzü ve Y kuşağı ile ortaya çıkan yeni çalışma tarzı: Mobil yakalılar. Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1 (19), 165-182.
• Agrebi, S. and Jallais, J. (2015). Explain the intention to use smartphones for mobile shopping. Journal of Retailing and Consumer Services, 22, 16-23.
• Ahmad, A.M., & Ali, H. (2011). E-banking functionality and outcomes of customer satisfaction: An empirical ınvestigation. International Journal of Marketing Studies, 3(1), 50-65.
• Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
• Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. and Wood, S. (1997). Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic Marketplace. The Journal of Marketing, 61 (3), 38–53.
• Altuntuğ, N. (2012). Kuşaktan kuşağa tüketim olgusu ve geleceğin tüketici profili. Organizasyon ve Yönetim Bilimleri Dergisi, 4(1), 203-212.
• Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.
• Ba, S., & Johansson, W. C. (2008). An exploratory study of the impact of e‐service process on online customer satisfaction. Production and Operations Management, 17(1), 107-119.
• Bhatti, T. (2007). Exploring factors influencing the adoption of mobile commerce. Journal of Internet Bank Commerce, 12(3):1–13.
• Budac, Adriana-Camelia, (2014). Strategic considerations on how brands should deal with generation Z. Revista Economică, 66(5).
• Butler, P., & Peppard, J. (1998). Consumer purchasing on the internet: Processes and prospects. European Management Journal, 16(5), 600-610.
• Can, P., & Yiğit, İ. (2018). Hedonik satın alma değerlerinin alışveriş memnuniyetine etkisi üzerine x ve z kuşaklarında karşılaştırmalı bir araştırma. İşletme Araştırmaları Dergisi, 10(3), 821-847.
• Chan, F. T., & Chong, A. Y. L. (2013). Analysis of the determinants of consumers'm‐commerce usage activities. Online Information Review, 37 (3), 443-461.
• Chen, K., Tarn, J. M., & Han, B. T. (2004). Internet dependency: Its impact on online behavioral patterns in E‐commerce. Human Systems Management, 23(1), 49-58.
• Cho, Y.C. (2008). Assessing user attitudes toward mobile commerce in the US vs Korea: implications for m-commerce CRM. Journal of Business & Economics Research, 6 (2), 91-102.
• Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21-36.
• Chong, A. Y. L., Chan, F. T., & Ooi, K. B. (2012). Predicting consumer decisions to adopt mobile commerce: Cross country empirical examination between China and Malaysia. Decision support systems, 53(1), 34-43.
• Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum, Mahwah. NJ.
• Compeau, D. R. & Higgins, C. A. (1995). Computer self-efficacy: Development of measure initial Test. MIS Quarterly, 19(2), 189-211.
• Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal Of Management Information Systems, 24(4), 47-72.
• Çalışır, F. & Çalışır, F. (2004). The relation of interface usability characteristics, perceived usefulness, and perceived ease of use to end-user satisfaction with enterprise resource planning (ERP) systems. Computers in Human Behavior, 20(4), 505-515.
• Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
• Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13 (3), 319-340.
• DeLone, W. H. & McLean, E. R. (2003). The DeLone and McLean model of ınformation systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9-30.
• Deng, Z., Lu, Y., Wei, K.K. and Zhang, J. (2010). Understanding customer satisfaction and loyalty: an empirical study of mobile instant messages in China. International Journal of Information Management, 30 (4), 289-300.
• Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information Systems Research, 13(3), 316-333.
• Diamantopoulos, A. & Siguaw, J. A. (2006). Formative versus reflective ındicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263-282.
• Doğan, H., & Burucuoğlu, M. (2018). Tüketicilerin mobil bankacılık hizmet kalitesi algıları ve tekrar kullanma niyetleri: Ampirik bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(4), 1183-1198.
• Eren, B. A., & Önder, L. G. (2020). Z kuşağı tüketicilerin on-line alışverişe yönelik deneyimlerinin belirlenmesi: Ankara uygulaması. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 203-228.
• Fornell C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
• Gold, A.H. & Malhotra, A.H.S.A. (2001). Knowledge management: an organizational capabilities perspective. Journal of Management Information Systems, 18 (1), 185–214.
• Guo, X., Ling, K.C., & Liu, M. (2012). Evaluating factors influencing consumer satisfaction towards online shopping in China. Asian Social Science, 8(13), 40-50.
• Gümüş, N. (2019). Z kuşağı tüketicilerin hedonik tüketim davranışlarının demografik özellikleri bağlamında incelenmesi. BMIJ, 7(5), 2177- 2207.
• Gümüş, N. (2020). Z kuşağı tüketicilerin satın alma karar tarzlarının incelenmesi. Journal of Yaşar University, 15(58), 381-396.
• Hair, Joseph F. and Christian M. Ringle (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Pratice, 19, 139-152.
• Hair, Joseph F. G. Tomas M. Hult, Christian M. Ringle and Marko Sarstedt (2014). A primer on partial least square structural equations modeling (PLS-SEM), Los Angeles: Sage.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
• Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. in New Challenges to International Marketing. Emerald Group Publishing Limited.
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of The Academy of Marketing Science, 43(1), 115-135.
• Hidvégi, A., & Kelemen-Erdős, A. (2016). Assessing the online purchasing decisions of generation Z. In Proceedings of FIKUSZ Symposium for Young Researchers (p. 173). Óbuda University Keleti Károly Faculty of Economics.
• https://www.eticaret.gov.tr/haberler/10040/detay, Erişim Tarihi: 08 Ocak 2021.
• https://www.hurriyet.com.tr/gundem/nufus-oranlari-30a-yaklasti-istanbula-onlar-hakim-olacak-41144575, Erişim Tarihi: 15 Ocak 2021.
• https://www.iyzico.com/blog/iyzico-2020-online-alisveris-raporu/, Erişim Tarihi: 08 Ocak 2021.
• https://www.retailturkiye.com/genel-haberler/turkiye-kusak-haritasi, Erişim Tarihi: 15 Ocak 2021.
• http://www.tubisad.org.tr/tr/images/pdf/dd-tusiad-eticaret-raporu-2019.pdf, Erişim Tarihi: 8 Ocak 2021.
• Jarvenpaa, S., & Todd, P. (1996). Consumer reactions to electronic shopping on the world wide web. International Journal of Electronic Commerce, 1(2), 59-88.
• Kline, R. (2011). Principles and practice of structural equation modeling, Guilford Press, New York.
• Kotler, P. ve Armstrong, G. (2001). Principles of marketing. 7. Edition. New Jersey: Pearson Education.
• Lee, K., & Joshi, K. (2007). An empirical investigation of customer satisfaction with technology mediated service enconters in the context of online shopping. Journal of Information Technology Management, 18(2), 18-37.
• Lee, T. & Jun, J. (2007). Contextual perceived value?: Investigating the role of contextual marketing for customer relationship management in a mobile commerce context. Business Process Management Journal, 13 (6), 798-814.
• Lee, K. C., & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile banking in Korea: A modified DeLone and McLean’s model perspective. Interacting With Computers, 21(5-6), 385-392.
• Lee, C. Y., Tsao, C. H., & Chang, W. C. (2015). The relationship between attitude toward using and customer satisfaction with mobile application services. Journal of Enterprise Information Management, 28 (5), 680-697.
• Liébana‐Cabanillas, F., Muñoz‐Leiva, F., & Rejón‐Guardia, F. (2013). The determinants of satisfaction with e‐banking. Industrial Management & Data Systems, 113 (5), 750-767.
• Lin, J., Wang, B., Wang, N., & Lu, Y. (2014). Understanding the evolution of consumer trust in mobile commerce: a longitudinal study. Information Technology and Management, 15(1), 37-49.
• Liu, X. He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management, 36 (11), 919-940.
• Lohse, G.L. & Spiller, P. (1998). Electronic shopping. Communications of ACM, 41 (7), 81-89.
• Mallat, N. Rossi, M., Tuunainen, V. & Oorni, A. (2008). An empirical investigation of mobile ticketing service adoption in public transportation. Personal and Ubiquitous Computing, 12 (1), 57-65.
• Manes, S. (1997). Web sites: slow by design?. Information Week, 4 (642), 124.
• Kalinic, Z., & Marinkovic, V. (2016). Determinants of Users’ Intention to Adopt M-Commerce: An Empirical Analysis. Information Systems and E-Business Management, 14(2), 367-387.
• Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce. Online Information Review, 41 (2), 138-154.
• Martin, S. S., Camarero, C., & José, R. S. (2011). Does involvement matter in online shopping satisfaction and trust?. Psychology & Marketing, 28(2), 145-167.
• Nwokah, N. G., & Gladson-Nwokah, J. (2016). Online shopping experience and customer satisfaction in Nigeria. Journal of Economics and Sustainable Development, 7(22), 176-185.
• Ogara, S. O., Koh, C. E., & Prybutok, V. R. (2014). Investigating factors affecting social presence and user satisfaction with mobile instant messaging. Computers in Human Behavior, 36, 453-459.
• Ohk, K., Park, S. B., & Hong, J. W. (2015). The influence of perceived usefulness, perceived ease of use, interactivity, and ease of navigation on satisfaction in mobile application. Advanced Science and Technology Letters, 84, 88-92.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-69.
• Orel, F. D., & Kaçmaz, Ö. (2019). Hedonik ve faydacı değerlerin müşteri tatminine etkilerinin Y ve Z kuşakları açısından incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 277-297.
• Öztürk, D., & Onurlubaş, E. (2019). Yeni ürün geliştirme sürecinde XYZ kuşaklarının satın alma tercihleri üzerine bir araştırma. in ISAS WINTER-2019 (SHS)-4th International Symposium on Innovative Approaches in Social, Human and Administrative Science, 4 (8), 159-166.
• Pastrick, G. (1997). Secrets of Great Site Design. Internet User, Fall, 80-87.
• Prensky, M. (2009). H. sapiens digital: From digital ımmigrants and digital natives to digital wisdom. Innovate: Journal of Online Education, 5(3).
• Rahi, S., Ghani, M.A. & Alnaser, F.M. (2017). The influence of e-customer services and perceived value on brand loyalty of banks and ınternet banking adoption: a structural equation model (SEM), The Journal of Internet Banking And Commerce, 22 (1), 1–18.
• Rahi, S., Ghani, M. A., & Ngah, A. H. (2020). Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction. International Journal of Business Information Systems, 33(4), 549-569.
• Ranjbarian, B., Fathi, S., & Rezaei, Z. (2012). Factors Influencing on Customers’ E-Satisfaction: A case Study from Iran. Interdisciplinary Journal of Contemporary Research in Business, 3(9), 1496-1511.
• Rohm, A. J. and Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57 (7), 748-758.
• Rudansky-Kloppers, S. (2014). Investigating factors influencing customer online buying satisfaction in Gauteng, South Africa. International Business & Economics Research Journal (IBER), 13(5), 1187-1198.
• Sahai, P., Sharma, M., & Singh, V. K. (2020). Effect of perceived quality, convenience, and product variety on customer satisfaction in teleshopping. Management and Economics Research Journal, 6(3), 16680.
• Saprikis, V., Chouliara, A., & Vlachopoulou, M. (2010). Perceptions towards online shopping: Analyzing the greek university students’ attitude. Communications of the IBIMA, 2(1), 1-13.
• Sarıoğlu, E. B. & Özgen, E. (2018). Z kuşağının sosyal medya kullanım alışkanlıkları üzerine bir çalışma. Uluslararası Sosyal Araştırmalar Dergisi, 11 (60).
• Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: Development and validation of a multidimensional service convenience scale. Journal of The Academy of Marketing Science, 35(1), 144-156.
• Shah, H. J., & Attiq, S. (2016). Impact of technology quality, perceived ease of use and perceived usefulness in the formation of consumer’s satisfaction in the context of e-learning. Abasyn Journal of Social Science, 9(1), 124-140.
• Sheng, T. & Liu, C. (2010). An empirical study on the effect of e‐service quality on online customer satisfaction and loyalty. Nankai business review international, 1 (3), 273-283.
• Shadiq, A. F., Hidayatullah, S., & Ardianto, Y. T. (2018). Influence of design, ınformation quality and customer services website on customer satisfaction. International Journal of Scientific & Engineering Research, 9(12), 746-750.
• Solomon, M. R. (2013). consumer behavior: buying, having and being, Pearson Education Limited.
• Szymanski, D. M., & Hise, R. T. (2000). E-Satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322.
• Şahin, E. & İçil, H. B. (2019). Sosyal medya uygulamalarının, marka bağlılığı ve tüketici davranışlarına etkisi: Z kuşağı üzerine bir araştırma. International Journal of Multidisciplinary Studies and Innovative Technologies, 3(2), 188-195.
• Terblanche, N. S. & Boshoff, C. (2001). Measuring customer satisfaction with some of the controllable elements of the total retail experience: An exploratory study. South African Journal of Business Management, 32(2), 35-42.
• Tracey, M. & Tan, C. L. (2001). Empirical analysis of supplier selection and involvement, customer satisfaction, and firm performance. Supply Chain Management: An International Journal. 6(4), 174-188.
• Tu, C. C., Fang, K., & Lin, C. Y. (2012). Perceived ease of use, trust, and satisfaction as determinants of loyalty in e-auction marketplace. JCP, 7(3), 645-652.
• Türk Dil Kurumu, https://sozluk.gov.tr/ Erişim Tarihi: 11.01.2022.
• Wang, Y.-S. and Liao, Y.-W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in Human Behavior, 23 (1), 381-398.
• Wei, T.T., Marthandan, G., Chong, A.Y.-L., Ooi, K.-B. & Arumugam, S. (2009). What drives Malaysian m-commerce? An empirical analysis. Industrial Management & Data Systems, 109 (3), 370-388.
• Wilson, N., & Christella, R. (2019). An empirical research of factors affecting customer satisfaction: A case of the Indonesian e-commerce industry. DeReMa Jurnal Manajemen, 14(1), 21-44.
• Varnalı, K. & Toker, A. (2010). Mobile marketing research: The-state-of-the-art. International Journal of Information Management, 30(2), 144-151.
• Vijayasarathy, L.R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management, 41 (6), 747-762.
• Yapraklı, T. S., Kacer, Z. & Ünalan, M. (2018). Mobil alişveriş uygulamalarinin kullanimini etkileyen faktörler ve bu faktörlerin memnuniyet ve kullanma niyeti üzerindeki etkisi. Pressacademia Procedia, 7(1), 306-310.
• Yeh, Y.S. & Li, Y.-M. (2009). Building trust in m-commerce: contributions from quality and satisfaction. Online Information Review, 33 (6), 1066-1086.
• Yıldız, E. (2020). SmartPLS ile Yapısal Eşitlik Modellemesi. Ankara: Seçkin Yayıncılık.
• Yuliantoro, N., Juliana, J., Bernarto, I., Pramono, R., & Purwanto, A. (2020). Z generation satisfaction towards food street culinary at the time of covid 19 pandemic. International Journal of Advanced Science and Technology, 29 (4), 5014 – 5023.
• Zhang, L., Zhu, J., & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28(5), 1902-1911.
• Zhou, T. (2011). Examining the critical success factors of mobile website adoption. Online Information Review, 35 (4), 636-652.
• Zhu, Q., Yin, H., Liu, J. & Lai, K. H. (2014). How is employee perception of organizational efforts in corporate social responsibility related to their satisfaction and loyalty towards developing harmonious society in Chinese enterprises?. Corporate Social Responsibility and Environmental Management, 21(1), 28-40.
• Ziaullah, M., Feng, Y., & Akhter, S. N. (2014). E-Loyalty: The influence of product quality and delivery service on e-trust and e-satisfaction in China. International Journal of Advancements in Research & Technology, 3(10), 20-31.