How can a mobile vendor get satisfied customers?

Sonia San Martín Gutiérrez · Blanca López‐Catalán

99 citations0/0 files storedIndustrial Management & Data Systems

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose The purpose of this paper is to study the role that a relational variable (trust) and three personal variables (impulsiveness, involvement and innovativeness), may play as antecedents of satisfaction of mobile shoppers. Design/methodology/approach Quantitative information was collected using a survey instrument directed to Spanish mobile shoppers. In total, 447 valid questionnaires were obtained. Data were analyzed using structural equation modeling. Findings Trust, involvement and innovativeness were found to have a positive impact on mobile shopper satisfaction, except impulsiveness, which has a negative impact, as the authors proposed. Research limitations/implications The study highlights the importance of gaining m‐shopper satisfaction and different ways of achieving this goal, especially, internal influences. Practical implications M‐vendors should bear in mind that engendering trust and involvement with the channel is positive if they are to achieve purchaser satisfaction with the medium, whilst encouraging impulsiveness would prove detrimental. It should also be stressed that mobile phone user tendency to make use of new technologies could encourage impulsiveness that might lead to dissatisfaction, but that this innovativeness prompts individuals to take a keener interest in the products and services available over the mobile and ultimately leads them to become more involved. Originality/value Mobile commerce Spain is still in its infancy, hence the interest in gaining an insight into the factors which most impact the satisfaction of those who have already purchased using this means. Although research into e‐commerce has increased, few works have dealt with mobile shopping. Innovativeness, impulsiveness and involvement have received little attention in this context.

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References

2019Diffusion of Innovations 1 1994The Commitment-Trust Theory of Relationship Marketing 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1985Measuring the Involvement Construct 1987The Buying Impulse 1995Normative Influences on Impulsive Buying Behavior 2002Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior 1991Measuring Consumer Innovativeness

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