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Bekilli Meslek Yüksekokulu Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/11499/46011

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Access Right: Open AccessPublisher: search.filters.publisher.Pamukkale Üniversitesi

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  • Conference Object
    Drivers of customer satisfaction from the mobile commerce and mobile marketing: the case of mobile shopping applications
    (Pamukkale Üniversitesi, 2015) Barutçu, Süleyman; Akgün, Ali Alper; Dincer Aydın, Hicran Utkun
    The advents of mobile commerce, marketing and selling have introduced great opportunities not only to the traditional retail but also to new electronic retail industries. Mobile retailers (m-retailers) should use efficient and successful strategies to gain sustainable competitive advantages in mobile commerce (m-commerce). One of these strategies is improving their mobile customer satisfaction (m-customer satisfaction). The main objectives of this study are to (1) call mobile commerce’s entrepreneurs attention to customer satisfaction in m-shopping, (2) provide a theoretical and empirical framework for determining drivers of m-customer satisfaction from m-shopping applications characteristics including convenience, usability, reciprocity, entertainment, appearance, accessibility, customization, interaction, privacy, security, trust, information quality, mobility and perceived price level, (3) determine antecedent factors for increasing m-customer satisfaction level in m-shopping in Turkey, which have not previously been investigated, and (4) and highlight what is needed to increase mcustomer satisfaction from m-shopping and m-application. For those objectives, first, literature were reviewed about customer satisfaction to verify the drivers of customer satisfaction and m-customer satisfaction; second, the empirical study results conducted to determine the drivers of m-customer satisfaction and measured m-shoppers satisfaction level from m-stores in Turkey were presented.