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The Influence of Service Quality of Mobile Group Purchase ‘Apps’ on the Customer Perceived Value and Customer Satisfaction in China

강태원|두옌
한국디지털무역연구소 (Korea Digital Trade Research Institute)|2018.11|디지털무역리뷰 (Digital Trade Review)|제16권 제4호|pp. 117-142|DOI 10.17255/etr.16.4.201811.117

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참고문헌

키워드

Service Quality서비스품질고객만족Mobile AppCustomer Perceived Value공동구매Customer Satisfaction.모바일 APPGroup Purchase인지가치

초록

Purpose: With the widespread use of mobile devices in the Chinese market, the rapid development of the mobile Internet, and the promotion of mobile payments , the battlefield for group purchases has moved to mobile devices. This study comprehensively measures the service quality in a mobile group purchase application (“app”) from the perspective of the client and analyzes its influence on customer perceived value and customer satisfaction. The results are expected to provide necessary and useful guidance for mobile group purchase marketers and mobile group purchase app developers in developing a marketing strategy. Composition/Logic: To build a theoretical model, the study prepares a questionnaire based on the literature and distributes it to mobile group purchase app users. Using SPSS 23.0 and Amos 24.0, exploratory factor analysis, confirmatory factor analysis, and correlation analysis are conducted on data from 341 questionnaires, to test the theoretical hypotheses proposed in this paper. Findings: The security, usability, assurance, and reliability of mobile group purchase apps positively affect the emotional value and functional value for customers. Each dimension of customer perceived value significantly affects customer satisfaction. The usability and reliability of mobile group purchase apps have a positive impact on customer satisfaction; security and assurance have no significant influence on customer satisfaction. Originality/Value: Given the unpredictability of the market in the information economy era and the rapid development of the Internet, mobile group purchase apps should make effective use of the Internet, strengthen the connection between consumers and merchants, react quickly to the needs and feedback of consumers, and improve the quality of service. This will improve customer satisfaction and benefit all stakeholders—consumers, merchants, and platforms.

Abstract

Purpose: With the widespread use of mobile devices in the Chinese market, the rapid development of the mobile Internet, and the promotion of mobile payments , the battlefield for group purchases has moved to mobile devices. This study comprehensively measures the service quality in a mobile group purchase application (“app”) from the perspective of the client and analyzes its influence on customer perceived value and customer satisfaction. The results are expected to provide necessary and useful guidance for mobile group purchase marketers and mobile group purchase app developers in developing a marketing strategy. Composition/Logic: To build a theoretical model, the study prepares a questionnaire based on the literature and distributes it to mobile group purchase app users. Using SPSS 23.0 and Amos 24.0, exploratory factor analysis, confirmatory factor analysis, and correlation analysis are conducted on data from 341 questionnaires, to test the theoretical hypotheses proposed in this paper. Findings: The security, usability, assurance, and reliability of mobile group purchase apps positively affect the emotional value and functional value for customers. Each dimension of customer perceived value significantly affects customer satisfaction. The usability and reliability of mobile group purchase apps have a positive impact on customer satisfaction; security and assurance have no significant influence on customer satisfaction. Originality/Value: Given the unpredictability of the market in the information economy era and the rapid development of the Internet, mobile group purchase apps should make effective use of the Internet, strengthen the connection between consumers and merchants, react quickly to the needs and feedback of consumers, and improve the quality of service. This will improve customer satisfaction and benefit all stakeholders—consumers, merchants, and platforms.

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