Trust and satisfaction: the keys to client loyalty in mobile commerce

Nadia Jimenez (Faculty of Economics and Business, University of Burgos, Burgos, Spain)
Sonia San-Martin (Faculty of Economics and Business, University of Burgos, Burgos, Spain)
Jose Ignacio Azuela (Faculty of Commerce and Administration of Tampico, Autonomous University of Tamaulipas, Tampico, Mexico)

Academia Revista Latinoamericana de Administración

ISSN: 1012-8255

Publication date: 7 November 2016



The purpose of this paper is to analyze the role of four important variables in the development of customer loyalty in mobile commerce. These variables are personal (propensity to use information and communication technologies (ICTs)), transactional (opportunism), and relational (trust and satisfaction).


A broad sample of 1,053 mobile customers in Mexico was studied using the structural equation analysis methodology.


The results offer evidence on how trust and satisfaction can increase loyalty and motivate purchases via mobile devices. In addition, the results show evidence of the indirect effect (mediated through trust) of opportunism, and propensity to use ICTs on loyalty.

Practical implications

Achieving customer satisfaction is revealed as the main strategy enterprises should seek in order to encourage repetitive purchases via mobile devices and customer loyalty. At the same time, companies should consider that the customers most likely to use ICTs, and those who perceive less opportunism can also be very loyal as a result of a higher level of trust when making purchases using mobile devices.


The contributions of this paper are: (1) to analyze the generation of loyalty in mobile commerce using a conceptual model that includes variables of different theoretical perspectives and nature, both positive and negative. (2) To provide empirical evidence from a sample of mobile users who have already bought goods via mobile phone, contributing to prior literature that has focused on analyzing the behavior of mobile phone users who do not make purchases via mobile phones. (3) To study mobile commerce in an emerging market with notable potential for growth (Mexico), which has not been studied at length in previous literature.


El presente trabajo analiza el papel de cuatro importantes variables en el desarrollo de la lealtad de los compradores por móvil. Variables de índole personal (propensión al uso de las TICs), transaccional (oportunismo) y relacional (confianza y satisfacción).


Una amplia muestra de 1053 compradores por móvil en México es analizada mediante la metodología de ecuaciones estructurales.


Los resultados ofrecen evidencia sobre la capacidad de la confianza y la satisfacción para incrementar la lealtad y motivar la compra a través del móvil. Además, se muestra evidencia del efecto indirecto (mediado a través de la confianza) del oportunismo y la propensión al uso de las TICs sobre la lealtad.

Implicaciones prácticas

La consecución de la satisfacción del comprador se revela como la principal estrategia que deben seguir las empresas que buscan fomentar la repetición de la compra a través del móvil y la confianza de sus actuales compradores. A la par, las empresas deben considerar que los clientes más propensos al uso de las TICs y los que perciben menos oportunismo pueden ser más leales, al aumentar su confianza en la compra por móvil.


Las contribuciones son: (1) Analizar la generación de la lealtad en el comercio móvil utilizando un modelo conceptual que incluye variables de distintas perspectivas teóricas y de naturaleza tanto positiva como negativa. (2) Ofrecer evidencia empírica de una muestra de usuarios de teléfono móvil que ya han comprado por este medio, contribuyendo a la literatura previa que se ha centrado en analizar el comportamiento de los usuarios de teléfono móvil no compradores. (3) Estudiar el comercio móvil en un mercado emergente (México) poco estudiado en la literatura previa y con un notable potencial de crecimiento.



This work was supported by the Ministry of Economy and Competitiveness (Spain) through funding (Grant reference: ECO2014-53060-R) for a research project on distribution and technologies.


Jimenez, N., San-Martin, S. and Azuela, J. (2016), "Trust and satisfaction: the keys to client loyalty in mobile commerce", Academia Revista Latinoamericana de Administración, Vol. 29 No. 4, pp. 486-510.

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