BibTex RIS Cite

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

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

References

  • Aungst, S. G, Wilson, D. T. (2005) A Primer for Navigating the Shoals of Applying Wireless Technology to Marketing Problems, Journal of Business & Industrial Marketing, Vol. 20 (2), pp. 59-69.
  • Barutçu, S. (2007) Attitudes towards Mobile Marketing Tools: A study of Turkish Consumers, Journal of Targeting, Measurement and Analysis for Marketing, Special Issue: Mobile Marketing, Vol.16 (1), pp. 26-38.
  • Barutçu, S. (2008) Consumers‟ Attitudes towards Mobile Marketing and Mobile Commerce in Consumer Markets, Ege Akademik Bakış, Cilt 8 (1), pp. 17-34
  • Barutçu, S., Akgün, A.A., Aydın, H.U.D., (2015) Drivers of Customer Satisfaction from the Mobile Commerce and Mobile Marketing: The Case of Mobile Shopping Applications, International Research Congress on Social Sciences, Sarajevo, May 2-6, 2015.
  • Barutçu, S., Akgün, A.A., Aydın, H.U.D., (2015), An Analysis of M-Customer Satisfaction Drivers with Kano's Model, 5th European Business Research Conference, Roma, September 10-11, 2015.
  • Berger, C., Blauth, R., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993) Kano‟s Methods for Understanding Customer Defined Quality, The Center for Quality Management Journal, Vol. 2(2), pp. 3-36.
  • Bhattacharyya, S.K., Rahman, Z., (2004), Capturing The Customer‟s Voice, The Centerpiece of Strategy Making: A Case Study in Banking, European Business Review, Vol. 16 (2), pp. 128-138.
  • Bitner, M.J., Hubbert, A.R. (1994) Encounter Satisfaction Versus Overall Satisfaction Versus Quality, 72-94, in Rust, R.T., Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, USA.
  • Chakraborty, D. http://ayushveda.com/blogs/business/kano-model-tool-for-measuring-consumer-satisfaction/ Last Visited: July 11, 2015.
  • Cheong, J. and Park, M. (2005), Mobile Internet Acceptance in Korea, Internet Research, Vol. 15 (2), 125-140.
  • Choi, J., Seol, H., Lee, S., (2008) Customer Satisfaction Factors of Mobile Commerce in Korea", Internet Research, Vol. 18 (3), pp. 313-335.
  • Gustafsson, A., Ekdahl, F., Edvardsson, B., (1999) Customer Focused Service Development in Practice - A case Study at Scandinavian Airlines System (SAS), International Journal of Service Industry Management, Vol. 10 (4), pp. 344-358.
  • https://en.wikipedia.org/wiki/Kano_model, Last Visited: August 25, 2015
  • Hueiju Yu, Hsien‐Tang Ko, (2012) Integrating Kano Model with Strategic Experiential Modules in Developing ICT‐enabled services: An Empirical Study, Management Decision, Vol. 50(1), pp. 7-20.
  • Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984), “Attractive Quality and Must-be Quality“, Hinshitsu
  • Kim, D.J., Ferin, D. L., Rao H. R. (2003) A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: the Korean Experience, ICEC 2003, Pittsburgh, PA, USA.
  • Kim, E. B., Eom, S. B (2002), Designing Effective Cyber Store User Interface, Industrial Management & Data Systems, Vol. 102 (5), pp. 241-251.
  • Kim, H., Kim, J. and Lee, Y. (2005), An Empirical Study of Use Context in the Mobile Internet, Focusing on the Usability of Information Architecture, Information Systems Frontiers, Vol.7 (2), pp. 175-86.
  • Kotler, P. (2000), Marketing Management, International Edition, Prentice Hall, Englewood Cliffs, NJ, USA.
  • Kuo, Y., Wu, C., Deng, W., (2009), The Relationships among Service Quality, Perceived Value, Customer Satisfaction and Post-Purchase Intention in Mobile Value-Added Services", Computers in Human Behavior Vol.25, pp. 887-896.
  • Lehtola, L., Kauppinen, M., (2006) Suitability of Requirements Prioritization Methods for Market-Driven Software Product Development. Software Process Improvement and Practice (SPIP), 11(1), pp. 7- 19.
  • Li, Y., Yeh, Y., (2010) Increasing Trust in Mobile Commerce through Design Aesthetics, Computers in Human Behavior, Vol. 26, pp. 673–684
  • Liang, T. P., Wei, C. P. (2004) Introduction to the Special Issue: Mobile Commerce Applications, International Journal of Electronic Commerce, Vol. 8(3), 7-17.
  • Matzler, K., Hinterhuber, H. H. Bailom, F. Sauerwein, E. (1996) How to Delight Your Customers, Journal of Product and Brand Management, Vol. 5 (2), pp. 6-18.
  • Matzler, K., Hinterhuber, H.H., (1998) How to Make Product Development Projects More Successful by Integrating Kano's Model of Customer Satisfaction into Quality Function Deployment, Technovation, 18, pp. 25-38.
  • Nilsson-Witell, L., Fundin, A., (2005) Dynamics of Service Attributes: A Test of Kano‟s Theory of Attractive Quality, International Journal of Service Industry Management, Vol.16(2), pp. 152-168.
  • Okazaki, S., Mendez, F., (2013), Exploring Convenience in Mobile Commerce: Moderating Effects of Gender, Computers in Human Behavior, Vol.29, pp. 1234–1242.
  • Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Judgments, Journal of Marketing Research, Vol. 17, November, pp. 460-469.
  • Oliver, R.L. (1999) Whence Consumer Loyalty, Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.
  • Sa Moura, P., Saraiva, P., (2001) The Development of an İdeal Kindergarten through Concept Engineering/Quality Function Deployment, Total Quality Management, 12(3), pp. 365-372.
  • Sadeh, N. (2002) Mobile commerce: Technologies, Services, and Business Models, Wiley Computer Publishing, New York, USA.
  • Schvaneveldt, S. J., Enkawa, T., Miyakawa, M., (1991) Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-Way Model of Quality, Total Quality Management, Vol.2, pp. 149- 161.
  • Shen, X.X., Tan, K.C., Xie, M., (2000) An Integrated Approach to Innovative Product Development Using Kano‟s Model and QFD, European Journal of Innovation Management, Vol.3(2), pp. 91-99.
  • Sireli, Y., Kauffmann, P., Ozan, E., (2007) Integration of Kano's Model into QFD for Multiple Product Design, IEEE Transactions on Engineering Management, Vol. 54 (2), pp. 380-390.
  • Su, A.Y.L. (2004) Customer Satisfaction Measurement Practice in Taiwan Hotels, International Journal of Hospitality Management, Vol. 23 (4), pp. 397-408.
  • Szmigin, I., Reppel, A.E., (2004) Internet Community Bonding: The Case of macnews.de, European Journal of Marketing, Vol.38(5/6), pp. 626-640.
  • Taha, A., Jahed, D.H., Ahmad, M.N., Zakaria, N.H., (2013), Antecedents of Customer Satisfaction in Mobile Commerce: A Systematic Literature Review, 3rd International Conference on Research and Innovation in Information Systems (ICRIIS‟ 13), pp. 554-558
  • Tontini G., (2000) Identification of Customer Attractive and Must-Be Requirements Using a Modified Kano's Method: Guidelines and Case Study, Proceedings of the 54th American Quality Congress, Indianapolis, pp. 728-734.
  • Wang, Y., Liao, Y., (2007), The Conceptualization and Measurement of M-Commerce User Satisfaction", Computers in Human Behavior, Vol. 23, pp. 381-398.
  • Wu, J. and Wang, S. (2005), What Drives Mobile Commerce? An Empirical Study Evaluation of the Revised Technology Acceptance Model, Information and Management, Vol. 42(5), 719-729.
  • www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/(Last visited: August 24, 2015)
  • Zeithaml, V.A., Parasuraman, A., Berry, L.L. (1990) Delivering Quality Service; Balancing Customer Perceptions and Expectations, The Free Press, New York, NY, USA.
  • Zhang, P., Von Dran, G.M., (2002) User Expectations and Rankings of Quality Factors in Different Web Site Domains, International Journal of Electronics and Communications, Vol.6, pp. 9-33.
  • Zhu, D.S., Lin, C.T., Tsai, C.H., Wu, J.F., (2010) A Study on the Evaluation of Customers‟ Satisfaction-The Perspective of Quality, International Journal for Quality Research, Vol.4(2), pp. 105-116.
Year 2015, Volume: 4 Issue: 5, 244 - 262, 01.12.2015

Abstract

Mobil müşteri memnuniyeti, mobil müşterilerin gelecekteki satın alma niyetlerini, kararlarını ve bununla beraber mobil mağazaların gelecek kârlarını etkilemektedir. Mobil mağaza yöneticileri, mobil ticarette başarı ve sürdürülebilirlik için mobil müşteri memnuniyetini dikkate almalıdırlar. Mobil mağaza yöneticileri, mobil müşterilerin mobil mağazalardan alış veriş yapmalarını çekici kılabilmek amacıyla onlara başarılı mobil mağaza tasarımları sunmalıdırlar. Mobil mağaza uygulamaları, sürdürülebilir rekabet avantajı kazanmak için mobil müşterilerin istek ve arzularına doğrultusunda tasarlanmalıdır. Bu çalışmanın amaçları; mobil müşteri memnuniyetini etkileyen faktörleri belirlemek, mobil alışveriş uygulamalarından elde edilen mobil müşteri memnuniyet düzeyini ölçmek, Türkiye‟de mobil alışveriş hakkındaki mevcut tutumları incelemek ve mobil alışverişten elde edilen müşteri memnuniyetini arttırmak için mobil mağaza tasarımlarında gerekli olan özellikleri belirlemek olarak sıralanabilir. Bu amaçlarla, öncelikle literatür taraması yapılmış ve tanımlayıcı araştırma gerçekleştirilmiştir. Uygulama çalışmasında örneklem olarak Pamukkale Üniversitesi öğrencileri, Denizli-Türkiye seçilmiştir. Veriler 245 öğrenciden anket tekniği ile elde edilmiş ve Kano modeli ışığında analiz edilmiştir. Kano analizine göre, mobil mağaza tasarımları için beklenen özellikler ve sıradan özellikler belirlenmiştir

References

  • Aungst, S. G, Wilson, D. T. (2005) A Primer for Navigating the Shoals of Applying Wireless Technology to Marketing Problems, Journal of Business & Industrial Marketing, Vol. 20 (2), pp. 59-69.
  • Barutçu, S. (2007) Attitudes towards Mobile Marketing Tools: A study of Turkish Consumers, Journal of Targeting, Measurement and Analysis for Marketing, Special Issue: Mobile Marketing, Vol.16 (1), pp. 26-38.
  • Barutçu, S. (2008) Consumers‟ Attitudes towards Mobile Marketing and Mobile Commerce in Consumer Markets, Ege Akademik Bakış, Cilt 8 (1), pp. 17-34
  • Barutçu, S., Akgün, A.A., Aydın, H.U.D., (2015) Drivers of Customer Satisfaction from the Mobile Commerce and Mobile Marketing: The Case of Mobile Shopping Applications, International Research Congress on Social Sciences, Sarajevo, May 2-6, 2015.
  • Barutçu, S., Akgün, A.A., Aydın, H.U.D., (2015), An Analysis of M-Customer Satisfaction Drivers with Kano's Model, 5th European Business Research Conference, Roma, September 10-11, 2015.
  • Berger, C., Blauth, R., Bolster, C., Burchill, G., DuMouchel, W., Pouliot, F., Richter, R., Rubinoff, A., Shen, D., Timko, M. and Walden, D. (1993) Kano‟s Methods for Understanding Customer Defined Quality, The Center for Quality Management Journal, Vol. 2(2), pp. 3-36.
  • Bhattacharyya, S.K., Rahman, Z., (2004), Capturing The Customer‟s Voice, The Centerpiece of Strategy Making: A Case Study in Banking, European Business Review, Vol. 16 (2), pp. 128-138.
  • Bitner, M.J., Hubbert, A.R. (1994) Encounter Satisfaction Versus Overall Satisfaction Versus Quality, 72-94, in Rust, R.T., Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, USA.
  • Chakraborty, D. http://ayushveda.com/blogs/business/kano-model-tool-for-measuring-consumer-satisfaction/ Last Visited: July 11, 2015.
  • Cheong, J. and Park, M. (2005), Mobile Internet Acceptance in Korea, Internet Research, Vol. 15 (2), 125-140.
  • Choi, J., Seol, H., Lee, S., (2008) Customer Satisfaction Factors of Mobile Commerce in Korea", Internet Research, Vol. 18 (3), pp. 313-335.
  • Gustafsson, A., Ekdahl, F., Edvardsson, B., (1999) Customer Focused Service Development in Practice - A case Study at Scandinavian Airlines System (SAS), International Journal of Service Industry Management, Vol. 10 (4), pp. 344-358.
  • https://en.wikipedia.org/wiki/Kano_model, Last Visited: August 25, 2015
  • Hueiju Yu, Hsien‐Tang Ko, (2012) Integrating Kano Model with Strategic Experiential Modules in Developing ICT‐enabled services: An Empirical Study, Management Decision, Vol. 50(1), pp. 7-20.
  • Kano, N., Seraku, N., Takahashi, F. and Tsuji, S. (1984), “Attractive Quality and Must-be Quality“, Hinshitsu
  • Kim, D.J., Ferin, D. L., Rao H. R. (2003) A Study of the Effect of Consumer Trust on Consumer Expectations and Satisfaction: the Korean Experience, ICEC 2003, Pittsburgh, PA, USA.
  • Kim, E. B., Eom, S. B (2002), Designing Effective Cyber Store User Interface, Industrial Management & Data Systems, Vol. 102 (5), pp. 241-251.
  • Kim, H., Kim, J. and Lee, Y. (2005), An Empirical Study of Use Context in the Mobile Internet, Focusing on the Usability of Information Architecture, Information Systems Frontiers, Vol.7 (2), pp. 175-86.
  • Kotler, P. (2000), Marketing Management, International Edition, Prentice Hall, Englewood Cliffs, NJ, USA.
  • Kuo, Y., Wu, C., Deng, W., (2009), The Relationships among Service Quality, Perceived Value, Customer Satisfaction and Post-Purchase Intention in Mobile Value-Added Services", Computers in Human Behavior Vol.25, pp. 887-896.
  • Lehtola, L., Kauppinen, M., (2006) Suitability of Requirements Prioritization Methods for Market-Driven Software Product Development. Software Process Improvement and Practice (SPIP), 11(1), pp. 7- 19.
  • Li, Y., Yeh, Y., (2010) Increasing Trust in Mobile Commerce through Design Aesthetics, Computers in Human Behavior, Vol. 26, pp. 673–684
  • Liang, T. P., Wei, C. P. (2004) Introduction to the Special Issue: Mobile Commerce Applications, International Journal of Electronic Commerce, Vol. 8(3), 7-17.
  • Matzler, K., Hinterhuber, H. H. Bailom, F. Sauerwein, E. (1996) How to Delight Your Customers, Journal of Product and Brand Management, Vol. 5 (2), pp. 6-18.
  • Matzler, K., Hinterhuber, H.H., (1998) How to Make Product Development Projects More Successful by Integrating Kano's Model of Customer Satisfaction into Quality Function Deployment, Technovation, 18, pp. 25-38.
  • Nilsson-Witell, L., Fundin, A., (2005) Dynamics of Service Attributes: A Test of Kano‟s Theory of Attractive Quality, International Journal of Service Industry Management, Vol.16(2), pp. 152-168.
  • Okazaki, S., Mendez, F., (2013), Exploring Convenience in Mobile Commerce: Moderating Effects of Gender, Computers in Human Behavior, Vol.29, pp. 1234–1242.
  • Oliver, R.L. (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Judgments, Journal of Marketing Research, Vol. 17, November, pp. 460-469.
  • Oliver, R.L. (1999) Whence Consumer Loyalty, Journal of Marketing, Vol. 63 (Special Issue), pp. 33-44.
  • Sa Moura, P., Saraiva, P., (2001) The Development of an İdeal Kindergarten through Concept Engineering/Quality Function Deployment, Total Quality Management, 12(3), pp. 365-372.
  • Sadeh, N. (2002) Mobile commerce: Technologies, Services, and Business Models, Wiley Computer Publishing, New York, USA.
  • Schvaneveldt, S. J., Enkawa, T., Miyakawa, M., (1991) Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-Way Model of Quality, Total Quality Management, Vol.2, pp. 149- 161.
  • Shen, X.X., Tan, K.C., Xie, M., (2000) An Integrated Approach to Innovative Product Development Using Kano‟s Model and QFD, European Journal of Innovation Management, Vol.3(2), pp. 91-99.
  • Sireli, Y., Kauffmann, P., Ozan, E., (2007) Integration of Kano's Model into QFD for Multiple Product Design, IEEE Transactions on Engineering Management, Vol. 54 (2), pp. 380-390.
  • Su, A.Y.L. (2004) Customer Satisfaction Measurement Practice in Taiwan Hotels, International Journal of Hospitality Management, Vol. 23 (4), pp. 397-408.
  • Szmigin, I., Reppel, A.E., (2004) Internet Community Bonding: The Case of macnews.de, European Journal of Marketing, Vol.38(5/6), pp. 626-640.
  • Taha, A., Jahed, D.H., Ahmad, M.N., Zakaria, N.H., (2013), Antecedents of Customer Satisfaction in Mobile Commerce: A Systematic Literature Review, 3rd International Conference on Research and Innovation in Information Systems (ICRIIS‟ 13), pp. 554-558
  • Tontini G., (2000) Identification of Customer Attractive and Must-Be Requirements Using a Modified Kano's Method: Guidelines and Case Study, Proceedings of the 54th American Quality Congress, Indianapolis, pp. 728-734.
  • Wang, Y., Liao, Y., (2007), The Conceptualization and Measurement of M-Commerce User Satisfaction", Computers in Human Behavior, Vol. 23, pp. 381-398.
  • Wu, J. and Wang, S. (2005), What Drives Mobile Commerce? An Empirical Study Evaluation of the Revised Technology Acceptance Model, Information and Management, Vol. 42(5), 719-729.
  • www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/(Last visited: August 24, 2015)
  • Zeithaml, V.A., Parasuraman, A., Berry, L.L. (1990) Delivering Quality Service; Balancing Customer Perceptions and Expectations, The Free Press, New York, NY, USA.
  • Zhang, P., Von Dran, G.M., (2002) User Expectations and Rankings of Quality Factors in Different Web Site Domains, International Journal of Electronics and Communications, Vol.6, pp. 9-33.
  • Zhu, D.S., Lin, C.T., Tsai, C.H., Wu, J.F., (2010) A Study on the Evaluation of Customers‟ Satisfaction-The Perspective of Quality, International Journal for Quality Research, Vol.4(2), pp. 105-116.
There are 44 citations in total.

Details

Other ID JA76FZ63BA
Journal Section Research Article
Authors

Süleyman Barutçu This is me

Ali Alper Akgün This is me

Hicran Utkun Aydın Dinçer This is me

Publication Date December 1, 2015
Submission Date December 1, 2015
Published in Issue Year 2015 Volume: 4 Issue: 5

Cite

APA Barutçu, S., Akgün, A. A., & Aydın Dinçer, H. U. (2015). AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL. MANAS Sosyal Araştırmalar Dergisi, 4(5), 244-262.
AMA Barutçu S, Akgün AA, Aydın Dinçer HU. AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL. MJSS. December 2015;4(5):244-262.
Chicago Barutçu, Süleyman, Ali Alper Akgün, and Hicran Utkun Aydın Dinçer. “AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL”. MANAS Sosyal Araştırmalar Dergisi 4, no. 5 (December 2015): 244-62.
EndNote Barutçu S, Akgün AA, Aydın Dinçer HU (December 1, 2015) AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL. MANAS Sosyal Araştırmalar Dergisi 4 5 244–262.
IEEE S. Barutçu, A. A. Akgün, and H. U. Aydın Dinçer, “AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL”, MJSS, vol. 4, no. 5, pp. 244–262, 2015.
ISNAD Barutçu, Süleyman et al. “AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL”. MANAS Sosyal Araştırmalar Dergisi 4/5 (December 2015), 244-262.
JAMA Barutçu S, Akgün AA, Aydın Dinçer HU. AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL. MJSS. 2015;4:244–262.
MLA Barutçu, Süleyman et al. “AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL”. MANAS Sosyal Araştırmalar Dergisi, vol. 4, no. 5, 2015, pp. 244-62.
Vancouver Barutçu S, Akgün AA, Aydın Dinçer HU. AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL. MJSS. 2015;4(5):244-62.

MANAS Journal of Social Studies