Authors: Abdulla Nasser Alemadi; Emad A. Abu-Shanab
Addresses: Qatar General Electricity and Water Corporation, Qatar University, KAHRAMAA, Qatar ' Accounting and IS Department, CBE, Qatar University, Qatar
Abstract: Service quality provided by mobile applications has become a vital element in increasing customers' satisfaction. This study aims to identify the significant mobile service quality factors (application design, ease of use, information content, reliability, responsiveness, empathy, security, and prices and offers) that influence customer satisfaction and loyalty in Qatar's telecommunications sector. The data were collected through an online questionnaire of 195 random customers who use Ooredoo or Vodafone mobile applications in Qatar. The proposed model was evaluated using partial least squares structural equation modelling (PLS-SEM). The results show that ease of use, information content, responsiveness and security were the only significant factors that affect M-customer satisfaction. Also, there is a strong relationship between M-customer satisfaction and M-loyalty. Managers should adopt a strategy that focuses on the M-service quality factors to increase customers' loyalty.
Keywords: M-service quality; M-customer satisfaction; M-loyalty; e-service quality; e-customer satisfaction; e-loyalty; telecommunication; Qatar.
International Journal of Information Systems and Change Management, 2021 Vol.12 No.4, pp.319 - 344
Received: 20 Oct 2021
Accepted: 01 Jan 2022
Published online: 11 May 2022 *