Dr. Mnazir

Ms. Azin Taha (Azin)



Abstract: These days, customer satisfaction, understanding customers’ requirements and the ability to reply to customers’ needs in near real-time have become serious competitive drivers in a business context. With more satisfied customers, a business can expand its margins while improving selling opportunities. In order to enhance customer satisfaction, new mobile application services, need to be perceived as valuable additions to existing services. While the issue of customer satisfaction in relation to the provision of most goods and services by ‘traditional’ methods has been comprehensively examined in academic literature, little research exists regarding this issue with respect to mobile application services. As such, this study firstly undertook a systematic review of the available research into the antecedents of customer satisfaction in mobile commerce. This review process identified a list of antecedent factors of customer satisfaction in mobile commerce, related source models, methodologies, limitations and future work recommendations. Secondly, the study proposed a model for antecedents of customer satisfaction in mobile commerce (ACSM), based on the American Customer Satisfaction Index model. The construct of ACSM is defined and validated by the study, together with its underlying dimensionality through an investigation of 120 users of the Resorts World Genting mobile application, which was developed in Malaysia and is also used in this country. The results indicate that consumer expectations have no direct impact on both perceived value and customer satisfaction. However, perceived value has a significant impact on customer satisfaction for mobile application services, with perceived quality also having an impact.