AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL

Year 2015, Volume: 4 Issue: 5, 244 - 262, 01.12.2015

Süleyman Barutçu Ali Alper Akgün Hicran Utkun Aydın Dinçer

Abstract

M-Customer satisfaction affects m-customers‟ future purchase intentions, decisions and therewithal m-stores‟ future profits. M-store managers should consider drivers of m-customer satisfaction for sustainability and success in m-commerce. M-store managers should offer a successful m-store design to attract m-customers to shop from m-stores. M-store applications should be designed according to m-customers‟ wishes and desires to gain sustainable competitive advantages. The purposes of this research are to develop a framework for determining the drivers of m-customer satisfaction, to measure m-customer satisfaction level from m-shopping applications, to examine current intentions about m-shopping in Turkey, to highlight the points in m-store design that is needed to increase m-customer satisfaction. For those objectives, first literatures were reviewed; second the descriptive researches are conducted. In the empirical study, students from Pamukkale University, Denizli-Turkey were selected as samples. The data were obtained from 245 students by using questionnaire technique and analyzed in the light of Kano model. According to Kano analysis, one dimensional and indifferent requirements for m-store design were determined

Keywords

Mobile Marketing, Mobile Applications, Customer Satisfaction, Kano Model

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