Measuring service quality and customer satisfaction in online trading services on smart phones

This study focuses on smart phones´ suitability as a mean for online trading, and on the impact of smart phone services on customers´ satisfaction. Key resources for smart phone trading services are classified in three categories: service contents, wireless network services and features of smart phones. For each category, critical-service-related factors were identified. Using SERVQUAL and WebQual models, we developed an extended model for measuring the smart phone trading services´ quality. PLS (Partial Least Square) model which is one of the Structural Equation Modeling is used to test research hypothesis. Reliability and validity have also been tested. This research shows that usability and information of the online services (digital contents), accessibility, security and economic feasibility of the wireless Internet services (wireless networks) have significant impact on customers´ satisfaction.