Empirical Insights into Consumer Retention through Satisfaction in M-Commerce Platforms

Abstract

Purpose:The aim of this study is to investigate the impact of consumer satisfaction on the retention of m-commerce platforms and to study the factors of usability, trust, product offering, and customer service that lead to consumer retention. With the development of mobile commerce industry, it is quite important for enterprises to improve the strategy and increase loyalty of consumer, so knowing these influence factors of the loyalty of consumer from mobile commerce.

Design/Methodology/Approach: In this research, the investigation is qualitative and in the form of in-depth interviews of active m-commerce platforms consumers. The purposive 50 samples were selected. Data were interpreted using thematic analysis that was supervised by a qualitative software package. The results identify and address critical satisfaction drivers and the role satisfaction plays in retention, providing implications for how the m-commerce platforms can use improved satisfaction to generate retention.

Findings:Among other things, the research highlights the importance of key factors such as ease-of-use, solutions offered and customer service in determining customer satisfaction. These are strong drivers of loyalty, with trust in the platform being a key factor in repeat purchase intentions. In addition, targeted experiences that cater to your consumers’ preferences can lead to increased customer loyalty and retention.

Originality/Value:This research provides new insights on the interaction between satisfaction and retention in m-commerce environments, which is underdeveloped in the field of mobile commerce. It also offers useful advice for businesses seeking to improve consumer retention programs from the findings.