Mobile commerce applications service quality in enhancing customer loyalty intention: mediating role of customer satisfaction

Mobile shopping application can provide retailers the opportunity for showcasing their brands and shopping experiences to the customers since the use of smartphones are increasing. Therefore, this study was conducted to determine the e-service quality of mobile commerce applications (MCA) in enhancing customer loyalty intention behaviour to purchase the product via MCA among online shoppers in Malaysia through the use of the adapted SERVQUAL model. Additionally, the mediating effect of customer satisfaction on the relationship between MCA service quality dimensions and customer loyalty intention behaviour was studied. A purposive sampling technique was used and 120 data were collected through an online survey. The results for direct testing demonstrate that all the SERVQUAL dimensions were significantly influenced customer satisfaction, except reliability, security and usability. Meanwhile, analysis results for the mediating effects demonstrate that customer satisfaction mediates the relationship of SERVQUAL dimensions (assurance, personalization, responsiveness and information quality) and customer loyalty intention. Even though the SERVQUAL dimensions tested in this study were significant, the effect size is rather small. Nevertheless, all these factors are important to be considered for the improvement of MCA, especially everyone is moving forward to a digital business environment and e-service is regarded to play an important role.