engleski

Factors influencing customer loyalty towards Mobile Commerce – the case of young retail customers in Croatia

This study aims to investigate the factors affecting young retail customers’ loyalty towards mobile commerce. The rationale is that young population is prone to change service providers frequently. Therefore it is very important to identify factors that could increase customer loyalty. Based on a literature review and factor analysis, the paper builds sets of customer loyalty factors for mobile commerce and examines their relationships in the proposed model. Significant constructs and their relationships are examined by m-commerce loyalty model employing structural equation model. Research findings indicate that all constructs significantly affect young retail customers’ loyalty, except for the usefulness and innovativeness. Furthermore, functionality has strongest impact on young customers’ loyalty, suggesting that ease of navigation is most important loyalty factor. These research findings are consistent with existing studies about positive effects of technology and device compatibility on customers’ loyalty. Based on the research findings, suggestions and recommendations to manage the satisfaction and customer loyalty were proposed for retail managers and future researches.

mobile commerce, customer loyalty, young customers, Croatia

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