Antecedents of customer satisfaction in mobile commerce: Exploring the moderating effect of customization

Purpose The purpose of this paper is to determine statistically significant drivers of customer satisfaction in mobile commerce and to test the moderating effects of customization on the relationships between customer satisfaction and its predictors. Design/methodology/approach The sample comprised 224 respondents. Confirmatory factor analysis was used to test the validity of the model, and moderated regression analysis was applied to determine main and interaction effects. Findings Trust, perceived usefulness, mobility, and perceived enjoyment were found to be significant drivers of customer satisfaction. The results also indicate the statistical significance of two interaction effects: customization moderates the influence of mobility and the influence of trust on customer satisfaction. Research limitations/implications The study was conducted in a single time period and in a developing country where m-commerce is still not widely used. Future models should include new variables. Comparison between different age or gender groups would also be useful. Practical implications The findings are useful for m-commerce providers who are developing marketing campaigns, where the focus should be on promoting the mobility aspect of m-commerce, in particular its usefulness to consumers and its security. M-commerce activities should be developed and redesigned to better meet consumers’ specific demands and needs. Originality/value M-commerce customer satisfaction studies are rare. The developed model has five potential antecedents of satisfaction: trust, social influence, perceived usefulness, mobility, and perceived enjoyment. New insights are provided into the moderating role of customization.