Title: Mobile customers' experience and loyalty: a study of tablet gender divergence in Finland

Authors: Sunday Adewale Olaleye; Ismaila Temitayo Sanusi; Jari Salo

Addresses: Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Erkki Koiso-Kanttilan Katu, Oulu 90570, Finland ' Department of Educational Services, University of Eastern Finland, Yliopistokatu 2, 80100 Joensuu, PL 111, 80101 Joensuu, Finland ' Department of Economics and Management, University of Helsinki, PL 27, Latokartanonkaari 5, Helsinki 00014, Finland

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.

Keywords: tablet commerce; gender divergence; smart customer experience; SCX; loyalty; Finland.

DOI: 10.1504/IJIMA.2020.108718

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.3, pp.275 - 298

Received: 25 Apr 2018
Accepted: 17 Dec 2018
Published online: 29 Jul 2020 *

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