Understanding Customer Loyalty of M-Commerce Applications in Saudi Arabia

In many countries, there has been a revolution in using digital marketing to buy and sell products. Although there are some m-commerce applications in Saudi Arabia, the field is in its infancy. This study aims to identify the factors that impact customers' loyalty in the Saudi mcommerce context by integrating E-core service quality (E-S-QUAL) and erecovery service quality (E-RecS-QUAL) scales, using a questionnaire distributed to Saudi citizens. Also, it examines the differences in loyalty between gender groups, age groups, and m-commerce experience groups and measures the fitness of the proposed model within the Saudi m-commerce context. Structural equation model (SEM) analysis revealed that system availability, fulfilment, responsiveness, compensation, and contact have a positive significant impact on m-commerce customers' loyalty. Efficiency and privacy did not have a significant impact on m-commerce customers' loyalty. There were no significant differences between gender groups, age groups, and experience groups in m-commerce customers' loyalty. In addition, the results showed that the proposed model has a good fit with the Saudi m-commerce context. These results may help retailers and service providers create and enhance loyalty in Saudi m-commerce applications by providing quality services. (C) 2021 INT TRANS J ENG MANAG SCI TECH.