The effect of service quality in mobile shopping on customer satisfaction, repurchase intention and recommendation

When we look at the applications that make our lives easier, it is seen that one of them is shopping with a mobile phone. With recent developments in internet technology and its intensive use, online shopping, which is essential for customers, has been quickly integrated with mobile devices. The companies should successfully respond to the service quality assurance of the customers to achieve good results in reorder, customer loyalty, and return on assets. As the academic studies demonstrate, customer satisfaction directly influences the intention to reorder, and service quality directly influences customer satisfaction and the intention to reorder. The recent developments in internet technology and, thus, the increase in mobile shopping have decisive effects on customer satisfaction in mobile shopping, which is determined by the service quality in mobile shopping, the customers' purchase intention for reorders, and their comments. The aim of this study is to examine the influence of service quality in mobile shopping on repurchase intention and recommendation intent. This study consists of three main chapters. The first chapter examines "mobile trading" and "mobile shopping." The second chapter focuses on the notions of "service quality" and "purchase intention." The third chapter includes the study's methodology and the results. This study includes a questionnaire that evaluates the effect of service quality on customer satisfaction, repurchase intention, and recommendation intent. The conclusion part examines two patterns. In the first one, the perceived easiness in an application, security, customer service, and trust in purchase are independent variables, and customer satisfaction is the dependent variable. In the second one, customer satisfaction is the dependent variable, and purchase intention and comments are the dependent variables. The analysis in fit indexes includes positive results. While the correctness in a purchase is meaningless for customer satisfaction, easiness in the application, security, and customer service positively affects customer satisfaction. Also, customer satisfaction has high positive effects on repurchase intention and the intention of the customers to recommend the product.