Customer satisfaction and loyalty factors of Mobile Commerce among young retail customers in Croatia

Mobile technology has begun to transform the way young retail consumers shop, allowing them more intermediate control over purchasing process. With competition accelerating in retail industry, mobile devices have been used widely in delivering value-added services. Hence, mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. The purpose of this paper is to identify key factors influencing customer satisfaction and loyalty in mobile commerce by empirically-based research questionnaire. Based on previous literature, the paper builds sets of customer satisfaction and loyalty constructs for mobile commerce.  Significant constructs and their relationships are examined by m-commerce satisfaction model employing structural equation model. Research findings indicate that all constructs significantly affect Smartphone customers’ satisfaction, except for the price. Furthermore, satisfaction has moderately strong influence on Smartphone customer’ loyalty. The implication of this research to researchers and practitioners is discussed.