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Understanding Customer Loyalty of M-Commerce Applications in Saudi Arabia |
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| รหัสดีโอไอ | |
| Creator | Raed Shujaa Alotaibi |
| Title | Understanding Customer Loyalty of M-Commerce Applications in Saudi Arabia |
| Contributor | - |
| Publisher | TuEngr Group |
| Publication Year | 2564 |
| Journal Title | International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies |
| Journal Vol. | 12 |
| Journal No. | 6 |
| Page no. | 12A6J: 1-13 |
| Keyword | M-commerce app, Service Quality, E-RecS-QUAL, E-S-QUAL, SEM, M-commerce privacy, M-commerce contact, M-commerce loyalty, M-commerce compensation, M-commerce responsiveness, eCommerce, Saudi Arabia m-commerce, Fulfillment, eLoyalty. |
| URL Website | http://TuEngr.com/Vol12_6.html |
| Website title | ITJEMAST V12(6) 2021 @ TuEngr.com |
| ISSN | 2228-9860 |
| Abstract | In many countries, there has been a revolution in using digital marketing to buy and sell products. Although there are some m-commerce applications in Saudi Arabia, the field is in its infancy. This study aims to identify the factors that impact customers' loyalty in the Saudi m-commerce context by integrating E-core service quality (E-S-QUAL) and e-recovery service quality (E-RecS-QUAL) scales, using a questionnaire distributed to Saudi citizens. Also, it examines the differences in loyalty between gender groups, age groups, and m-commerce experience groups and measures the fitness of the proposed model within the Saudi m-commerce context. Structural equation model (SEM) analysis revealed that system availability, fulfilment, responsiveness, compensation, and contact have a positive significant impact on m-commerce customers' loyalty. Efficiency and privacy did not have a significant impact on m-commerce customers' loyalty. There were no significant differences between gender groups, age groups, and experience groups in m-commerce customers' loyalty. In addition, the results showed that the proposed model has a good fit with the Saudi m-commerce context. These results may help retailers and service providers create and enhance loyalty in Saudi m-commerce applications by providing quality services. |
