ROLE OF SYSTEM FACTORS AND MARKETING FACTORS TOWARDS CONTINUOUS USE INTENTION OF M-COMMERCE IN KARACHI

Abstract

This study aims to identify the factors influencing customer satisfaction in the mobile commerce industry of Pakistan, focusing on consumers in Karachi. Utilizing a quantitative research approach, the study collected data from 238 mobile commerce consumers using a non-probability convenience sampling technique. The research employed PLS-SEM to analyze the gathered data. The results revealed that customer satisfaction significantly affects customer loyalty, highlighting its importance for managerial attention. Moreover, trust, social influence, perceived usefulness, perceived ease of use, mobility, and perceived enjoyment were found to have significant effects on customer satisfaction. These findings provide valuable insights for mobile commerce companies in Karachi to enhance their customer satisfaction strategies and improve overall customer experiences, ultimately fostering customer loyalty and sustained business success. By offering exceptional products, services, and support, organizations can ensure positive customer experiences and foster enduring relationships with their clientele in the dynamic and competitive mobile commerce industry of Pakistan.