محددات رضا العملاء عن خدمات الدفع عن طريق الهاتف المحمول: الدور المعدل لابتكارية العميل.

نوع المستند : المقالة الأصلية

المؤلفون

1 عميد كلية الأعمال ـ جامعة المنصورة الجديدة

2 أستاذ التسويق ووكيل كلية التجارة للدراسات العليا ـ جامعة المنصورة

3 كلية التجارة ـ جامعة المنصورة

المستخلص

الملخص
استهدفت الدراسة الحالية بحث دور كل من أبعاد القيمة المدركة المتمثلة في (الفائدة المدركة، سهولة الاستخدام المدركة، راحة التعاملات المدركة، وسرعة التعاملات المدركة) وأبعاد التضحيات المدركة (مخاطر الخصوصية المدركة، التكلفة المدركة، المخاطر المالية المدركة) على رضا العملاء عن خدمات الدفع عن طريق الهاتف المحمول، وذلك بالاعتماد على التكامل بين نموذج قبول تكنولوجيا الهاتف المحمول (MTAM)، ونموذج التبني القائم على القيمة (VAM). كما قامت الدراسة ببحث الدور المعدل للابتكار الشخصي بين متغيرات الدراسة. وقد بلغ حجم عينة الدراسة 430 عميل من عملاء المحافظ الإلكترونية بمحافظة الدقهلية. وقد تم تحليل البيانات باستخدام أسلوب نمذجة المعادلة الهيكلية بالمربعات الصغرى الجزئية PLS-SEM اعتماداً على البرنامج الإحصائي WarpPLS.7. وقد توصلت نتائج الدراسة إلى وجود تأثير معنوي إيجابي لجميع أبعاد القيمة المدركة على رضا العملاء عن خدمات الدفع عن طريق الهاتف المحمول. كما توصلت الدراسة لوجود تأثير معنوي سلبي لجميع أبعاد التضحيات المدركة على رضا العملاء عن خدمات الدفع عن طريق الهاتف المحمول. كما تشير النتائج إلى أن ابتكارية العميل تلعب دوراً معدلاً في العلاقة بين كل أبعاد القيمة المدركة وأبعاد التضحيات المدركة من ناحية، ورضا العملاء عن خدمة الدفع عن طريق الهاتف المحمول من ناحية أخري.
 

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الموضوعات الرئيسية

المراجع

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Determinants of Customer Satisfaction with Mobile Payment Services: The Moderating Role of Customer Innovativeness. Abstract This study aimed to examine the role of the perceived value dimensions (perceived usefulness, perceived ease of use, perceived transaction convenience, and perceived transaction speed) on customers' satisfaction with mobile payment services. It also aimed to examine the role of perceived sacrifices dimensions (perceived privacy risk, perceived cost, and perceived financial risk) on customers’ satisfaction with mobile payment services. The study also investigated the moderating role of customer innovativeness among the study variables. The current study integrated the Mobile Technology Acceptance Model (MTAM) and the Value-based Adoption Model (VAM) to build a study model. The sample size was 430 individuals from e-wallets customers in Dakahlia Governorate. The data were analyzed using the partial least squares structural equation modelling (PLS-SEM) method, based on the statistical program WarpPLS.7. The study found a significant positive effect of all dimensions of perceived value on customers’ satisfaction with mobile payment services. It also found a significant negative effect of perceived privacy risk, perceived cost, and perceived financial risks on customers’ satisfaction with mobile payment services. Furthermore, the study found that customer innovativeness moderates the relationship between all dimensions of perceived value and customers’ satisfaction with mobile payment services. It also found that customer innovativeness moderates the relationship between all dimensions of perceived sacrifices and customers’ satisfaction with mobile payment services. Keywords: Perceived value, Perceived sacrifices, Customer satisfaction, Mobile paymen

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