Browsing by Author "Oozeerally, Adam"
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Item Open Access A study of mobile shopping experiences through the synthesis of Mobile Service Quality, Customer Engagement and Value Co-Creation(De Montfort University, 2022-11) Oozeerally, AdamIn recent years, mobile devices have transformed shopping, causing a significant shift in how consumers engage with brands online. With the increasing dominance of mobile-driven online traffic and widespread smartphone ownership in the USA and the UK, marketing teams have directed growing resources towards enhancing mobile commerce (M-commerce). This study investigates the evolving landscape of consumer experiences, value co-creation, engagement, and service quality within M-commerce. It addresses the gaps in existing research by evaluating the significance of dimensions in the mobile context for key constructs: mobile service quality (MSQ), customer engagement (CE), value co-creation (VCC), and customer experience (EX). Additionally, it explores the interrelationships among these constructs and their impact on one another. The study also delves into whether customer experience (EX) serves as a robust predictor of marketing outcome satisfaction, influencing outcomes like stickiness, wordof-mouth intention, and shopping effectiveness. Based on data from UK and US samples, this research confirms relationships between the tested constructs and offers insights into their dimensionality within mobile contexts. Notably, this study is the first known to comprehensively evaluate the dimensionality and intricate interplay of MSQ, CE, VCC, and EX within an integrated multi-dimensional framework. Rigorous testing through a latent structural model with SEM reveals compelling relationships: MSQ positively influences EX, VCC impacts EX favourably, and CE reinforces dimensions of EX. Furthermore, EX emerges as a potent predictor of satisfaction, which, in turn, influences critical marketing outcomes. The study also contributes by providing evidence of dimension saliency within mobile contexts. Privacy and order accuracy are no longer central to MSQ. For CE, two higher-order factors, intrinsic and extrinsic engagement, emerge. Within VCC, two higher-order factors characterizing value creation spheres are confirmed. Lastly, EX's heterogeneous dimensionality includes experience potential and in-app experience as distinct factors. Additionally, this research suggests that VCC may be a more robust predictor of EX than CE. In conclusion, the study provides practical and managerial implications, alongside its limitations and future research directions. Furthermore, this research offers actionable insights for M-commerce managers and app developers. It recommends a verified customer experience journey map to identify opportunities for improvement. Key highlights include the importance of design, usability, gamification, and social sharing in enhancing customer experiences. Encouraging resource sharing in value cocreation can further enhance in-app experiences. Implementing these findings can pave the way for M-commerce excellence and superior customer experiences.Item Open Access M-commerce: The nexus between mobile shopping service quality and loyalty(Elsevier, 2021-02-02) Omar, Suha; Mohsen, Kholoud; Tsimonis, Georgios; Oozeerally, Adam; Hsu, Jen-HsienWhilst M-commerce is having a major influence in the way businesses and consumers interact, mobile shopping service quality (MS-SQ) has been understudied in the literature. This paper examines MS-SQ within a conceptual model of customer satisfaction and loyalty surveying UK customers who bought fashion clothing via their mobile devices. The results of two empirical studies confirm four dimensions of MS-SQ: efficiency, fulfilment, responsiveness and contact. Using bootstrapping of 2000 resamples, SEM results showed a significant impact of MS-SQ on customer satisfaction, which in turn impacts loyalty. These results are robust across two samples. Only the dimension efficiency exhibits an indirect effect on loyalty via satisfaction in both studies whilst controlling for gender, age, income, value of clothing item, and m-shopping experience. These findings are discussed and have managerial implications for retailers operating m-commerce sites.Item Open Access Mobile Shopping: Understanding the Dimensions of M-S-QUAL and Their Impact on Satisfaction and Loyalty(2017) Omar, Suha; Oozeerally, AdamThe exponential growth in mobile technology has led to a huge change in the retail landscape. As more consumers own smart mobile devices, the possibilities are seemingly endless for firms to engage with customers. Retailers have spotted this opportunity by adhering to consumer demands of extra convenience and offering mobile shopping experiences to their customers as part of their multi-channel retailing strategies. Similar to the introduction of e-commerce, m-commerce is having a major influence in the way businesses and consumers interact. However, what enables a good quality service on these new mobile devices is not well understood. While some research has examined mobile service quality (MSQ) in contexts such as mobile services/networks or M-Banking, the study of mobile shopping service quality has been almost absent in the literature. The present paper builds on the research foundations of Huang et al. (2015) and examines mobile shopping service quality within a conceptual model of customer satisfaction and loyalty. Using a sample of one hundred mobile fashion clothing shoppers, this quantitative study identifies through EFA and CFA procedures four dimensions of MSQ: efficiency, fulfilment, responsiveness and contact. SEM results showed a significant impact of MSQ on customer satisfaction, which in turn impacts loyalty.