M-commerce: The nexus between mobile shopping service quality and loyalty

Whilst 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.