Customization and Customer Satisfaction for Mobile Commerce

This paper explores the impact of customization on customer satisfaction for mobile commerce. Customer satisfaction is one of the essential goals of CRM. Prior research has identified various determinants of customer satisfaction. Customization contributes to customer satisfaction by shaping customers’ perception of the quality of products and services. In the context of mobile commerce, many technological constraints, such as small screen displays and limited bandwidth, tend to impede user adoption of mobile commerce. It therefore becomes crucial to customize interfaces, content, commerce transactions, and communication to meet mobile users’ needs. This paper proposes a research model that expands on the expectation and desire disconfirmation model by incorporating constructs of perceived customizability and self-efficacy. Specifically, the proposed research model postulates that perceived customizability is influenced by a customer’s self-efficacy for customizing wireless applications. As a result, perceived customizability may lead to positive perceptions of service performance, expectation and desire disconfirmation, and satisfaction.

[1]  Bill Anckar,et al.  VALUE CREATION IN MOBILE COMMERCE: FINDINGS FROM A CONSUMER SURVEY , 2002 .

[2]  Richard A. Spreng,et al.  Modeling the determinants of customer satisfaction for business-to-business professional services , 1997 .

[3]  Sally Dibb,et al.  New survey medium: Collecting marketing data with e-mail and the World Wide Web , 2001 .

[4]  Diane M. Strong,et al.  EXTENDING THE TASK-TECHNOLOGY FIT MODEL WITH SELF-EFFICACY CONSTRUCTS , 2002 .

[5]  Cristina Conati,et al.  What role can adaptive support play in an adaptable system? , 2004, IUI '04.

[6]  Xiaowen Fang,et al.  Mobile Commerce and Usability , 2003 .

[7]  G. L. Shostack.  Breaking Free from Product Marketing , 1977 .

[8]  Pedro M. Domingos,et al.  Personalizing web sites for mobile users , 2001, WWW '01.

[9]  M. Yi,et al.  PREDICTING THE USE OF WEB-BASED INFORMATION SYSTEMS: INTRINSIC MOTIVATION AND SELF-EFFICACY , 2002 .

[10]  Marshall Scott Poole,et al.  Perspectives on Personalization , 2003, AMCIS.

[11]  Marc M. Lankhorst,et al.  Enabling technology for personalizing mobile services , 2002, Proceedings of the 35th Annual Hawaii International Conference on System Sciences.

[12]  Brian D. Davison,et al.  Learning to personalize , 2000, CACM.

[13]  Amy L. Ostrom,et al.  Consumer Trade-Offs and the Evaluation of Services , 1995 .

[14]  B. Kahn.  Dynamic relationships with customers: High-variety strategies , 1998 .

[15]  P. Wilton,et al.  Models of Consumer Satisfaction Formation : An Extension , 1988 .

[16]  R. Winer.  A Framework for Customer Relationship Management , 2001 .

[17]  A. Bandura.  Social Foundations of Thought and Action , 1986 .

[18]  Shuang Xu,et al.  Usability for Mobile Commerce Across Multiple Form Factors , 2002, J. Electron. Commer. Res..

[19]  Susy S. Chan,et al.  Adaptive Content Delivery Over the Mobile Web , 2003, AMCIS.

[20]  R. Feinberg,et al.  E‐CRM Web service attributes as determinants of customer satisfaction with retail Web sites , 2002 .

[21]  Hangjung Zo,et al.  Personalization vs. Customization: Which Is More Effective in E-Services? , 2003, AMCIS.

[22]  Mohamed Khalifa,et al.  Satisfaction with Internet-based services , 2002, Proceedings of the 35th Annual Hawaii International Conference on System Sciences.

[23]  Ramon J. Aldag,et al.  The “Self” in Work Organizations: A Conceptual Review , 1981 .

[24]  Deborah Compeau,et al.  Computer Self-Efficacy: Development of a Measure and Initial Test , 1995, MIS Q..

[25]  Robert J. Keith,et al.  The Marketing Revolution , 1960 .

[26]  Mohamed Khalifa,et al.  Satisfaction with Internet-Based Services: A Longitudinal Study , 2001, ICIS.

[27]  K. Siau,et al.  Advances in Mobile Commerce Technologies , 2003 .

[28]  Mohamed Khalifa,et al.  Satisfaction with Internet-Based Services: The Role of Expectations and Desires , 2002, Int. J. Electron. Commer..

[29]  Sulin Ba,et al.  VIRTUAL CUSTOMER SATISFACTION: A SERVICE MANAGEMENT PERSPECTIVE , 2001 .

[30]  Deborah Compeau,et al.  Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study , 1999, MIS Q..

[31]  W. DeSarbo,et al.  Response Determinants in Satisfaction Judgments , 1988 .

[32]  P. Deans,et al.  E-Commerce and M-Commerce Technologies , 2004 .