A CAUSAL RELATIONSHIP MODEL OF FACTORS INFLUENCING CUSTOMER LOYALTY IN MOBILE COMMERCE
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Abstract
This study aimed to 1) Examine consumers’ perceptions of service quality, satisfaction, perceived value, and trust influencing customer loyalty in mobile commerce; 2) Examine the fit of a causal relationship model of factors influencing customer loyalty in mobile commerce; and 3) Investigate the direct effect of service quality and the indirect effects of satisfaction, perceived value, and trust on customer loyalty in mobile commerce. This study employed a quantitative research design. The sample consisted of 795 consumers in Thailand who had previously purchased products or services through mobile commerce. Participants were selected using a multistage sampling technique combined with convenience sampling. Data were collected using an online questionnaire and analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that consumers reported high levels of perceived service quality, satisfaction, perceived value, trust, and customer loyalty. The proposed model explained 72.40% of the variance in customer loyalty. Service quality had significant positive effects on satisfaction, perceived value, trust, and customer loyalty. Furthermore, satisfaction, perceived value, and trust served as mediating variables in the relationship between service quality and customer loyalty, with perceived value exhibiting the strongest mediating effect, followed by trust and satisfaction. The findings suggest that improving service quality while simultaneously enhancing customers’ perceived value, trust, and satisfaction can strengthen customer loyalty and improve the competitiveness of mobile commerce businesses.
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