کیفیت خدمات در زمینه تجارت موبایلی
Abstract
۱٫ Introduction
۲٫ Theoretical framework
۳٫ Study 1: replication study
۴٫ Study 2: contextual factors study
۵٫ General discussion
References
Abstract
Nowadays, retailers are interested in how customer preferences regarding service quality are changing due to the adoption of different devices for shopping purposes in both the desktop and mobile contexts. To answer this question, this paper first replicates, in the mobile commerce (m-commerce) context, the results from Blut et al. (2015), who conducted a meta-analytic review of electronic service quality. Replication results question the robustness and generalizability of the conceptualization in the mobile service quality context. Thereby, practitioners and academics are encouraged to adapt a customer-centric approach in organizing marketing practices. The replication extends the conceptualization of electronic service quality by considering a unique dimension named ubiquity of services, defined as the retailer’s ability to provide offers based on location and time. To reveal psychological mechanisms explaining the results of the replication study, a follow-up study draws on these contextual factors. In this context, this study uses a quasi-experimental approach by utilizing propensity score matching to account for self-selection effects to examine differences between desktop and mobile device users. As a result, this research contributes to the literature by identifying contextual boundary conditions regarding the shopping trip intentions and risk perceptions of mobile device users and desktop device users. Based on the results, major implications for retailers and further research are given.
Introduction
Nowadays, retailers are interested in how customer preferences regarding service quality are changing due to the adoption of different devices for shopping purposes in both the desktop and mobile contexts (e.g., Kannan and Li, 2017; Kumar, 2018; Marketing Science Institute, 2018; Souiden et al., 2018). Whereas the desktop context is mainly represented by laptops and desktop computers, customers are increasingly using smartphones and tablets as primary devices for shopping in the mobile context (Criteo, 2018). This classification is reasonable, since recent research indicates that tablets act as complementary devices for smartphones and as substitutes for laptop or desktop computers, respectively (Xu et al., 2017). In order to better understand and satisfy customer needs, and therefore to generate greater revenue, retailers are advised to adopt a customer-centric approach in organizing their marketing practices around distinct customer groups (e.g., mobile device users and desktop device users) rather than product categories (Althuizen, 2018; Crecelius et al., 2019). Consequently, the main goal of this research is to compare shopping trip perceptions and intentions of e and m-commerce users in order to enable customer-centric marketing practices. To achieve this goal, a replication study and a follow-up study will be conducted. First, the replication study is justified by the rise of mobile devices as primary shopping device (Criteo, 2018). In this context, retailers are still struggling to deliver satisfactory levels of mobile service quality (MSQ), resulting in lower conversion rates and higher shopping cart abandonment rates compared to the electronic counterpart (de Haan et al., 2018; Huang et al., 2018; Kaatz et al., 2019).