Customization and Customer Satisfaction for Mobile Commerce

This paper explores the impact of customization on customer satisfaction for mobile commerce. Customer satisfaction is one of the essential goals of CRM. Prior research has identified various determinants of customer satisfaction. Customization contributes to customer satisfaction by shaping customers’ perception of the quality of products and services. In the context of mobile commerce, many technological constraints, such as small screen displays and limited bandwidth, tend to impede user adoption of mobile commerce. It therefore becomes crucial to customize interfaces, content, commerce transactions, and communication to meet mobile users’ needs. This paper proposes a research model that expands on the expectation and desire disconfirmation model by incorporating constructs of perceived customizability and self-efficacy. Specifically, the proposed research model postulates that perceived customizability is influenced by a customer’s self-efficacy for customizing wireless applications. As a result, perceived customizability may lead to positive perceptions of service performance, expectation and desire disconfirmation, and satisfaction.