Relationships between system quality, service quality, and customer satisfaction. M-commerce in the Jordanian context
| Pages | 73-102 |
| Published date | 12 March 2018 |
| Date | 12 March 2018 |
| DOI | https://doi.org/10.1108/JSIT-03-2017-0016 |
| Author | Anas Abdelsatar Mohammad Salameh,Hartini Ahmad,Faisal Zulhumadi,Faruq Muhammad Abubakar |
| Subject Matter | Information & knowledge management,Information systems,Information & communications technology |
Relationships between system
quality, service quality, and
customer satisfaction
M-commerce in the Jordanian context
Anas Abdelsatar Mohammad Salameh
MIS Department, Prince Sattam Bin Abdulaziz University, Alkharj, Saudi Arabia
Hartini Ahmad
School of Business Management, Universiti Utara Malaysia, Sintok, Malaysia
Faisal Zulhumadi
UUM College of Business, Universiti Utara Malaysia, Sintok, Kedah, Malaysia, and
Faruq Muhammad Abubakar
Business Department of Administration, Bauchi State University Gadau, Gadau,
Bauchi, Nigeria
Abstract
Purpose –This study aims to explore the impact of system quality dimensions, namely, ease of use,
accessibility,interactivity and website innovativenesson service quality (SQ) and customer satisfaction.
Design/methodology/approach –The study used a quantitativeapproach, by using a survey method.
The unit of analysiswas the individual. A total of 618 questionnaireswere randomly distributed to university
students and staff in Jordan. The partial least square path-modeling method was used in the estimation of
causal relationshipsof the constructs examined in the study.
Findings –The outcomes of this study showed that ease of use, interactivity and website innovativeness have
significant positive relationships with the SQ. Consequently, SQ significantlyin fluencescustomer satisfaction.
Research limitations/implications –Limitations of this researchwere related to the unit of analysis,
as it was conducted within the geographical region of Jordan andthe university context, where the culture
and levelof the technological advancement may be differentthan other countries.
Practical implications –This research can assistmobile commerce (m-commerce) service policymakers
to formulate significant policies that could enhance the nature of services being rendered and thus bring
greater benefitsto the customers.
Originality/value –This research has extended the body of knowledge on emerging trends in
m-commerceinnovation adoption, more specifically in the universitycontext. Furthermore, it offers insighton
the importance of m-commercein the minds of customers, in such a way that it will bring about the intention
to repeat patronagein the future.
Keywords Customer satisfaction, Service quality, University, M-commerce, Systems quality
Paper type Research paper
1. Introduction
Information technology (IT)has brought about many changes in the world today, including
in industrial and service sectors. With IT, it has become easier and faster to gain access to
M-commerce
in the
Jordanian
context
73
Received16 March 2017
Revised9 November 2017
Accepted17 January 2018
Journalof Systems and
InformationTechnology
Vol.20 No. 1, 2018
pp. 73-102
© Emerald Publishing Limited
1328-7265
DOI 10.1108/JSIT-03-2017-0016
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/1328-7265.htm
consumers and deliver what consumers have ordered to meet their needs (Ali, 2016;
Alfawaer et al., 2011;Ombati etal., 2010). Closely related to IT is the role of the internet that
is evolving very rapidly, particularly electronic commerce (e-commerce), as stated in many
previous studies such as by Jay and Zhang (2016). Further development of time- and
location-bound commercehas resulted in the evolution of one particular type of e-commerce,
namely, mobile commerce (m-commerce) that has been categorized under the technology
and services sector (Kim et al.,2010;Lu and Su, 2009). M-commerce is becoming the norm
and a buzzword, where customerscan access products and/or services across locations and
in real time, i.e. wherever and whenever (Prabhaker,2000;Sadi and Noordin, 2011). Because
of the mobility of telecommunication devices, existence of m-commerce on devices and
improvements in mobile internet services, business transactions become characteristically
real-time and seamless (Dholakia and Dholakia, 2004; Olla et al., 2003; Suki, 2011).
M-commerce does not necessarilylead to an increase in mobility, but rather it is more cost-
effective (Deb and Agrawal, 2017), as it reduces the consumers’need of traveling about in
search of a product or service (Mallat et al.,2009). It is expected that customer satisfaction
(CS) through m-commerceservices can be achieved after experiencing the qualityof systems
and services rendered to them. As thereseems to be lack of studies in the m-commerce area,
this article is the result of a study that had been motivated to explore the factors that can
enable high-qualitym-commerce services within the commercial environment.
In Jordan, mobile phones play a more important role than the internet (Alfawaer et al.,
2011), but m-commerce is still in its early stages (Abdelkarim and Nasereddin, 2010;
Alfawaer et al., 2011).Even with the increasing mobile subscriptions, the use of m-commerce
by mobile phone users is still very low. This is because users may have some doubts when
using mobile devices to make purchases, perhaps because of security concerns. Despite its
low usage, the popularity of mobile phones has the potential to accelerate m-commerce.
Thus, many organizations are now investing enormous amounts of money on these
technologies (Kim et al., 2010;Wang and Liao, 2007). In addition, the growing number of
mobile device users has resultedin increased usage of m-commerce, which offers portability
(Ktoridou et al., 2008; Junglas and Watson, 2003) and ubiquity (Ktoridou et al.,2008;
Lyytinen and Yoo, 2002). Another important aspect in m-commerce is service quality (SQ),
which should not be neglectedby the company to ensure CS (Ali, 2016;Jimenez et al.,2016).
As evidenced in several previous studies, m-commerce is still in its infancy (Lu et al.,
2009;Turel and Serenko, 2006). It is a relatively new phenomenonin many markets around
the world, such as the USA, Europe, Japan, Africa, the Middle East and Asia-Pacific
countries, like Singapore, India, Bangladesh and Malaysia (Johnson and Wannemacher,
2011;Yap, 2011;Islam et al.,2010;Sadi and Noordin, 2011). Hence, it is crucial for service
providers to understand or be awareof CS on m-commerce quality and undertake measures
to ensure continued provisionof these systems. However, there are limited studies on SQ for
m-commerce users (Lu et al.,2009;Özer et al., 2013). Therefore, based on the gaps in the
literature, this research has investigated the relationship between systems quality, SQ and
CS on the use of m-commerce services, specificallyin the Jordanian context.
2. Mobile commerce
Mobile communication has also been identified as another form of IT that is playing an
increasingly important role in today’s business and society. The impact and significant
advances in telecommunication and wireless mobile networks in providing facilities and
equipment, standardsand network implementations are enormous. Also recordedis the user
acceptance, which has the potential of creating new business opportunities for firms that
provide services to the users (Feng et al.,2006). The assessment reports of popular
JSIT
20,1
74
To continue reading
Request your trial