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.