What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach
Journal of Enterprise Information Management
ISSN: 1741-0398
Article publication date: 28 October 2019
Issue publication date: 22 January 2020
Abstract
Purpose
The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and the willingness to recommend this service to others.
Design/methodology/approach
The study was conducted based on a sample of 402 respondents. Confirmative factor analysis was used to evaluate the validity of the model, while structural equation modeling (SEM) was used to test the hypotheses. Finally, artificial neural networks were used to rank the influence of the significant predictors obtained by SEM.
Findings
Trust was found to be the most significant driver of customer satisfaction, followed by performance expectancy and perceived value. In addition, affective commitment and satisfaction were identified as the strongest predictors of word of mouth (WOM).
Originality/value
The originality/value of the paper lies in the establishment of the connection between the independent variables of the UTAUT 2 model – trust, satisfaction, affective and continence commitment and WOM. Additionally, it is one of a small number of studies investigating customer commitments and their influence on WOM in m-commerce.
Keywords
Citation
Kalinić, Z., Marinković, V., Djordjevic, A. and Liebana-Cabanillas, F. (2020), "What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach", Journal of Enterprise Information Management, Vol. 33 No. 1, pp. 71-94. https://doi.org/10.1108/JEIM-05-2019-0136
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited