Decoding Customer Satisfaction and Loyalty in the Era of Smartphone Shopping Applications in India– Moderating Effect of Experience

Abstract

The widespread adoption of smartphones has revolutionized individual activities, enabling users to engage in diverse tasks at any time and from any location. By recognizing this shift, marketers are increasingly tailoring their strategies through a mobile-first approach to enhance the user experience. This trend is particularly prominent in emerging markets like India, where mobile shopping applications are experiencing rapid growth. In the face of intensified market competition and evolving customer expectations, understanding the determinants of customer satisfaction and loyalty is paramount for marketers in mobile shopping applications. This study delves into the post-adoption behavior of customers, presenting a research model integrating the Technology Acceptance Model (TAM) and the Expectation-Confirmation Model (ECM). Drawing data from 535 current users of mobile shopping applications, the empirical validation of the research framework reveals that perceived trust, perceived usefulness, confirmation, and attitude emerge as pivotal factors influencing satisfaction. Additionally, loyalty is shaped by satisfaction, perceived usefulness, attitude, and perceived trust. The study further elucidates the indirect effects of mobile shoppers' beliefs on satisfaction and loyalty. Implications and avenues for future research are discussed, shedding light on the intricate dynamics of customer interaction in the mobile shopping landscape.