Raed Shujaa Alotaibi (Department of Computer Science, Shaqra Community College, Shaqra University, Shaqra, 11961, SAUDI ARABIA.).
Disciplinary: Mobile Commerce; Computer Technology & Application.
Keywords: 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.
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.
Paper ID: 12A6J
Cite this article:
Alotaibi, R. S. (2021). Understanding Customer Loyalty of M-Commerce Applications in Saudi Arabia. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 12(6), 12A6J, 1-12. http://doi.org/10.14456/ITJEMAST.2021.115