Exploring the Influence of Trustworthiness and Cost Savings on Customer Loyalty in Mobile Shopping
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Abstract
This research investigates the critical factors shaping customer loyalty in the realm of mobile shopping, with a specific focus on the roles of perceived trust and price saving orientation. By examining the impact of these factors on customer satisfaction and loyalty, the study aims to illuminate the drivers of post-purchase behavior in mobile commerce. The findings highlight the significant influence of trust and price saving orientation on customer loyalty, with customer satisfaction identified as a partial mediator in these relationships. Emphasizing the importance of fostering trust, offering competitive pricing, and exceeding customer expectations, the study underscores the key strategies for cultivating enduring customer loyalty in the mobile shopping landscape. While acknowledging limitations such as convenience sampling and a specific focus on Indian consumers, the research sets the stage for future exploration into how individual characteristics may moderate these relationships. Ultimately, this study seeks to provide businesses with actionable insights to enhance customer retention and satisfaction in the ever-evolving mobile commerce market.