Evaluation of E-service Quality and its impact on Customer Satisfactions for Mobile Commerce Applications in Egypt

Abstract

Since the COVID-19 pandemic, mobile commerce (m-commerce) is increasing as a global phenomenon, and Egypt is no exception. The implementation of quality management practices in m-commerce applications is crucial for enhancing user satisfaction and increasing customer loyalty. However, little work introduced for evaluating the quality of e-service for m-commerce provided to consumers. In addition, the adoption of such practices is a new and emerging area that requires further research and investigation, where finding and determining the factors that should be considered for implementing quality management practices in m-commerce applications is necessary. Therefore, in this study, a proposed model to e-service quality (e-SERVQ) in m-commerce applications by using the modified SERVQUAL model has been introduced. The proposed model included six dimensions, and was empirically evaluated using online survey data collected from 421 online consumers responding about their perceptions of e-service quality provided through m-commerce applications, and the data tested by using structural equation modelling (PLS). The analytical results showed that the six dimensions namely, information quality, responsiveness, reliability, personalization, usability, and security were found to have significant influence on e-SERVQ, leading to significant influence on customer satisfaction. These findings contribute to the current insights of the existing literature on e-service quality in the m-commerce field. Besides, the results can be used by online businesses in Egypt to develop their strategies for improving e-SERVQ that meet customer expectations across multiple dimensions and enhance the satisfaction and loyalty of customers.