Naslov
Customer Satisfaction and Loyalty Factors of Mobile Commerce among Young Retail Customers in Croatia

Autori
Dužević, Ines ; Delić, Mia ; Knežević, Blaženka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the International Conference Theory and Applications in the Knowledge Economy - TAKE 2016 / Tome, Eduardo - Lisabon : E4C Scientific Organization and GOVCOPP University of Aveiro, 2016, 399-412

ISBN
9789892068060

Skup
Theory and Applications in the Knowledge Economy - TAKE 2016

Mjesto i datum
Lisabon, Portugal, 06.07.2016. - 08.07.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
mobile commerce ; customer satisfaction ; customer loyalty ; young customers ; Croatia

Sažetak
Mobile technology has begun to transform the way young retail consumers shop, allowing them more intermediate control over purchasing process. With competition accelerating in retail industry, mobile devices have been used widely in delivering value-added services. Hence, mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. The purpose of this paper is to identify key factors influencing customer satisfaction and loyalty in mobile commerce by empirically-based research questionnaire. Based on previous literature, the paper builds sets of customer satisfaction and loyalty constructs for mobile commerce. Significant constructs and their relationships are examined by m-commerce satisfaction model employing structural equation model. Research findings indicate that all constructs significantly affect Smartphone customers’ satisfaction, except for the price. Furthermore, satisfaction has moderately strong influence on Smartphone customer’ loyalty. The implication of this research to researchers and practitioners is discussed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA