Mobile customers' experience and loyalty: a study of tablet gender divergence in Finland Online publication date: Wed, 29-Jul-2020
by Sunday Adewale Olaleye; Ismaila Temitayo Sanusi; Jari Salo
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 14, No. 3, 2020
Abstract: Customer loyalty consists of many variables that make it work, especially in a retailing context. This study presents the differences between the ways male and female online shoppers use tablets for online shopping. This divergence provides an insight into the customer online shopping experience and their loyalty through the aid of a tablet device. A quantitative methodological approach was employed in the study with a structural equation modelling technique to ascertain the relationships that exist between the constructs. The Statistical Package for the Social Sciences software was employed to conduct a reliability and multicollinearity test. The study reveals tablet commerce gender divergence and the importance of cultural, technological and psychological factors in building a smart customer experience that can ramp up positive attitudes amongst tablet users and build loyalty in online shopping. The study discusses the implications and highlights the limitations of the study.
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