The Mediating Role Mobile Technology Plays in the Linkage between Customer Satisfaction and Customer Loyalty

Abstract

Since the turn of the century there have been major advancements in mobile technology and this has resulted in change of strategies to build customer satisfaction and customer loyalty by clothing retailers. These advancements have created a need to be competitive in this arena for clothing retailers. In this modern era which is highly customer-centred concepts such as attracting customer satisfaction and customer loyalty are of importance to clothing retailers. Research literature shows that there is limited work which focused on the mediating role of mobile technology on customer satisfaction and customer loyalty. Hence this paper seeks to identify the mediating role of mobile technology in the linkage between customer satisfaction and customer loyalty. The main objective of this paper was to critically investigate the mediating role that the use of mobile technology plays in the linkage between customer satisfaction and customer loyalty in a semi-urban environment. A questionnaire containing mainly structured questions was used as a data collection instrument. The outcome from regression analysis shows that mobile phones have become a basic necessity for customers and that mobile technology plays a mediating role in the linkage between customer satisfaction and customer loyalty; though the mediation is partial.

DOI: 10.5901/mjss.2014.v5n20p639