As technology has evolved, so has the relationship between customer satisfaction, businesses and marketing. Researchers Veljko Marinkovik and Zoran Kalinic from the University of Kragujevac in Serbia wanted to determine the drivers of customer satisfaction with mobile commerce and its effects with customization on the relationship between trust and repeated business.
Through this study, they found that mobile commerce (m-commerce) has become one of the fastest growing transaction platforms globally. M-commerce now makes up 35 percent of retail transactions. Marinkovik and Kalinic describe m-commerce as “the buying and selling of goods and services through mobile devices via wireless networks.”
The study had 224 respondents who had participated in m-commerce in the past 12 months. Each participant responded via a take-home questionnaire. The results of the survey reinforced the idea that perceived usefulness and trust (also referred to as security) were major factors is customer satisfaction. The finding also confirmed that mobility is the main factor of a successful promotional m-commerce, due to dynamic lifestyles and lack of ability for consumers to use personal devices in their everyday lives.
Find full article here: http://www.emeraldinsight.com/doi/abs/10.1108/OIR-11-2015-0364
Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce. Online Information Review, 41(2), 138-154. doi:10.1108/oir-11-2015-0364