M-commerce em mercados emergentes: o efeito da qualidade na lealdade dos consumidores
DOI:
https://doi.org/10.53946/rmrreview.v4i1.45Keywords:
M-commerce, Qualidade de serviços mobile, Escala MS-SQAbstract
Objective: The main objective in this study is to examine the effect of quality of m-commerce services on customer satisfaction and loyalty. In addition, we aimed to analyze the psychometric properties of the MS-SQ scale (Mobile Shopping Service Quality) in an emerging country, adjusting the instrument for this context.
Methodology: We carried out a survey (n=110), analyzing the data through Structural Equation Modeling (SEM).
Originality: This study, despite replicating the measurement scale of the perceived quality of mobile services, is the first to test these measures in an emerging country (Brazil).
Main Results: The results of this study confirmed the four dimensions of the MS-SQ (efficiency, achievement, responsiveness, and contact), in addition to the effect of the quality of mobile shopping services on consumer satisfaction and loyalty.
Theoretical Contributions: This study brings, in the scale translated from English into Portuguese and applied in Brazil, an effective management tool to measure each of the items that compose it, as a direction for understanding consumer loyalty
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References
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