Manling Meng and Trina Sego
This research investigated relationships between service quality, customer satisfaction and behavior intentions in the context of mobile retailing in China. Specifically, we explored relationships between four dimensions of mobile retail service quality (i.e., contact, responsiveness, fulfillment and efficiency), customer satisfaction and three types of behavior intentions (i.e., repurchase intentions, word-of-mouth and price sensitivity). Data were collected by surveying nearly 500 consumers who have at least three months of mobile shopping experience. Findings suggest that the fulfillment dimension has the largest positive effects on customer satisfaction, followed by efficiency and responsiveness. The contact dimension had only a marginally significant effect on customer satisfaction. Customer satisfaction was found to be a positive predictor of behavior intentions, such as making repurchases and sharing word-of-mouth, and a negative predictor of price sensitivity. The findings generated by this research provide theoretical and practical insights about the role of service quality in mobile retailing.