Factors driving Mobile Shopping Apps Loyalty in the UK

Abstract

The widespread adoption of digital technologies has substantially transformed many aspects of daily life, especially retail and consumer behaviour. A significant increase in online shopping through mobile applications is anticipated in the UK due to the growing popularity of smartphones, a trend known as mobile shopping (M-shopping) or mobile commerce (M-commerce). This dissertation investigates the factors influencing customer loyalty in M-shopping apps, an area that has not been extensively explored in existing literature. This study, which focuses on the UK market, looks at how user loyalty in mobile shopping applications is affected by four factors namely service quality, perceived usefulness, perceived ease of use, and trust. A questionnaire survey was conducted and 201 valid responses were received. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse data and to test the research hypotheses. The analysis revealed that all four factors have significant direct influence on M-Shopping loyalty and they account for 61.1% of the variation in mobile shopping loyalty in the UK. The study offers practical insights for companies looking to increase customer loyalty in the ever-changing digital marketplace. It pinpoints strategies for improving these factors. The findings also advance our knowledge of how changing digital interactions and customer expectations affect loyalty in mobile shopping.