S. Saibaba

Type of the article: Research Article

Abstract
The study explores the evolving role of customer loyalty within mobile shopping applications in the context of the Indian market, where the rapid growing penetration of smart phones and mobile commerce adoption poses more challenges and opportunities to mobile commerce companies. Therefore, this study aimed to investigate the effect of confirmation, hedonic motivation, and price saving orientation on perceived usefulness, customer satisfaction, and eventually loyalty by integrating Expectation-Confirmation Theory (ECT) and Technology Acceptance Model (TAM). Data were collected through an online survey of 535 Indian smartphone users who had prior mobile shopping experience. Utilizing partial least squares structural equation modelling, this study examines the relationships among confirmation, perceived usefulness, customer satisfaction, and loyalty. The results show that perceived usefulness and satisfaction are important mediators in the confirmation of (β = 0.188, p < 0.001), hedonic motivation (β = 0.134, p < 0.001), and price-saving orientation β = 0.291, p < 0.001) towards customer loyalty. Customer satisfaction (β = 0.457, p < 0.001) was the most crucial determinant of loyalty among the predictors tested. Price-saving orientation showed significant impact on both satisfaction (β = 0.390, p < 0.001) and the perceived usefulness (β = 0.271, p < 0.001), reflecting Indian consumer’s economic nature. In contrast, hedonic motivation (β = 0.012, p = 0.389) was not significant as a predictor of satisfaction, but it had an indirect impact on loyalty via perceived usefulness, indicating the conjoined effect of emotional and utilitarian motives. These findings enhance the theoretical understanding by extending Expectation-Confirmation Theory within the context of mobile commerce and provide actionable insights for developers and marketers striving for user retention by aligning customer expectations and offering both value and enjoyment through the app.

Type of the article: Research Article

Abstract
Mobile banking has emerged as a critical delivery channel for banks, particularly in emerging economies such as India, where sustained usage is essential for realizing long-term value. Despite extensive research on adoption, relatively less attention has been given to post-adoption behavior. This study aims to examine the impact of mobile banking quality, perceived trust, and perceived risk on post-adoption behavior, specifically customer satisfaction and continuance intention, and to analyze the mediating role of customer satisfaction. Data were collected from 345 active mobile banking users in India through a structured questionnaire. The focus on active users ensures that the findings reflect post-adoption evaluations based on actual usage experience. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data, with mobile banking quality modeled as a second-order construct comprising service quality, system quality, and information quality. The results indicate that mobile banking quality has a significant positive effect on customer satisfaction (β = 0.567, p < 0.001) and continuance intention (β = 0.245, p < 0.001). Perceived trust positively influences customer satisfaction (β = 0.118, p < 0.05) and continuance intention (β = 0.322, p < 0.001), while perceived risk negatively affects customer satisfaction (β = −0.217, p < 0.001) and continuance intention (β = −0.129, p < 0.001). Customer satisfaction also significantly mediates the relationships between mobile banking quality, perceived trust, perceived risk, and continuance intention. The findings highlight the importance of improving overall mobile banking quality, strengthening user trust, and reducing perceived risk to enhance customer satisfaction and promote sustained usage.