Mobile Shopping: Understanding the Dimensions of M-S-QUAL and Their Impact on Satisfaction and Loyalty

The 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.