Customer satisfaction factors of mobile commerce in Korea

Abstract

Purpose -The purpose of the paper is to distinguish features of m-commerce from those of e-commerce and identify factors to influence customer satisfaction (m-satisfaction) and loyalty (m-loyalty) in m-commerce by empirically-based case study. Design/methodology/approach -First, based on previous literature, the paper builds sets of customer satisfaction factors for both e-commerce and m-commerce. Second, features of m-commerce are identified by comparing it with current e-commerce through decision tree (DT). Third, with the derived factors from DT, significant factors and relationships among the factors, m-satisfaction and m-loyalty are examined by m-satisfaction model employing structural equation model. Findings -The paper finds that m-commerce is partially similar in factors like "transaction process" and "customization" which lead customer satisfaction after connecting an m-commerce site, but it has unique aspects of "content reliability", "availability", and "perceived price level of mobile Internet (m-Internet)" which build customer's intention to the m-commerce site. Through the m-satisfaction model, "content reliability", and "transaction process" are proven to be significantly influential factors to m-satisfaction and m-loyalty.Research implications/limitations -The paper can be a meaningful step to provide empirical analysis and evaluation based on questionnaire survey targeting actual users. The research is based on a case study on digital music transaction, which is indicative, rather than general. Practical implications -The paper meets the needs to focus on customer under the fiercer competition in Korean m-commerce market. It can guide those who want to initiate, move or broaden their business to m-commerce from e-commerce. Originality/value -The paper develops a revised ACSI model to identify individual critical factors and the degree of effect.

Rewarding In-Game Banner Ad Clicks with Tangible Incentives

“…There are valid measures for attitudes and intentions in both online and mobile advertising [39], [13], [1], [11]. The questions regarding mobile game specificfactors and features of incentive systems were self-formulated basis on the earlier research [39], [38] and [12] as well as the interview data.…”

“…It is an assessment of one's beliefs regarding the consequences arising from a behavior [14]. This model has been used quite widely in previous studies to explain the advertising effectiveness for other formats [39], [13], [1], [11]. …”

“…Much of the research on acceptance and attitudes towards mobile marketing is made based on the basic mobile phone [34]. Previous studies look at acceptance of different messaging formats, when the advertiser sends either a solicited or unsolicited message to a consumer [2], [11], [16], [39], [42]. However, today high-tech mobile devices along with new mobile technologies provide increasingly multisided medium with various m-commerce, marketing and advertising possibilities [19], [34].…”

“…Digital coupons have amplified outreach allowing businesses to obtain immediate quantitative information, thus enable to adapt target their consumers' preferences quickly [20]. Promotional offers, such as discount coupons, free samples or lucky draws, have been used to enhance consumer attitudes towards mobile marketing, and to increase the effectiveness and acceptance of mobile marketing [1], [3], [11], [39]. Thus, they could be used to enhance the effectiveness of mobile in-game banner advertising as well.…”

Analyzing effects of service encounter quality on customer satisfaction in banking industry

“…Clarke (2001) proposed that effective satisfaction must be able to create loyalty amongst customers. Previous studies have demonstrated that customer satisfaction positively affects customer loyalty (Cho et al, 2008) or negatively affects switching intention (Walsh et al, 2006).…”