1. Introduction
The smartphone market has experienced steady growth in recent years, becoming increasingly prevalent as people rely on smartphones for various tasks, including communication, gaming, navigation, and social networking. ResearchAndMarkets.com [
1] reported that the smartphone market reached a volume of 1277.70 million units in 2022. The report also projects a Compound Annual Growth Rate (CAGR) of 3.5% for the market, with an estimated volume of approximately 1570.62 million units by 2028.
People use smartphones to connect with people both locally and globally through their social networks. Social networks are online platforms that allow people to connect and share information with others [
2,
3]. Social networks offer numerous advantages, such as the ability to connect with people worldwide, to share information quickly and easily, and to discover new opportunities for personal and professional growth [
4]. However, there are also some disadvantages to using social networks. One of the primary concerns is privacy. Social networks have the potential to collect users’ personal information, which can then be used for targeted advertising or other purposes [
4].
With the popularization of smartphone use, the social network or social media market is rapidly expanding, and the number of companies providing relevant services is increasing. As the market has recently become consumer-centered, users have been demanding improvements in service quality (SQ), service variety, and customization with consideration of their preferences. They also want to enhance their security and privacy in mobile environments. Meanwhile, companies are interested in SQ and customer satisfaction (CS) as ways to respond to customer needs and secure a competitive advantage and ensure sustainability.
SQ, CS, and customer loyalty (CL) are three variables permanently associated with electronic commerce. SQ is defined as the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery [
5]. CS is the degree to which a customer is satisfied with a product or service [
6]. CL is the willingness of a customer to continue doing business with a company [
7]. The three variables are interconnected. SQ is a crucial factor affecting CS and is closely related to company performance. Improving SQ enhances CS, increases CL, and reduces brand switching. The higher the CL, the more transactions occur, and the longer the relationship period with customers [
8]. If customer lifetime value increases, companies can secure a stable customer base, reduce marketing costs, and increase price premiums. Loyal customers do not easily fall for competitors’ promotional strategies, and they contribute to company sales and profits by frequently purchasing products or using services and spreading positive word-of-mouth. Therefore, a company with many loyal customers can maintain its competitiveness even in highly competitive situations [
9].
Prior research on SQ and CS has been conducted in various fields [
10,
11,
12,
13]. SQ is a primary factor of CS, and CS is a leading variable of CL [
8,
14]. However, these results are not easily applicable to social media as limited research has been conducted on SQ and CS in the context of social media. In particular, mobile social media is utilized on small devices that provide a user experience that differs from that offered by prevalent computer-based services. In addition, mobile social media requires high-quality privacy and security because users can easily and quickly share and spread information with various other users. These differences may lead to variations in results and thus require further validation. The current research on SQ and CS attempts to fill the research gap. Herein, we mainly consider CS as a mediator of SQ and CL.
The proposed research model consists of four dimensions of mobile service quality (usefulness, convenience, design, and security/privacy), customer satisfaction, and customer loyalty. The model is built upon a combination/extension of the Loyalty Model [
6] and SERVQUAL [
15,
16]. In this study, the research questions focus on which SQ dimensions significantly affect CS and CL, and whether CS significantly mediates between SQ and CL.
This study has three objectives: (1) to design a scale for measuring the SQ of mobile social media, (2) to identify the structural relationship between SQ, CS, and CL, and (3) to examine the role of CS as a mediator. This study contributes as follows. First, it suggests a scale for measuring the SQ of mobile social media. Second, it is the first study to provide valuable insights into the importance of SQ as a critical factor in driving CS and CL in the context of social media. Finally, it is also the first study to examine the mediating role of CS in the mobile context. Our results can serve as a helpful reference for establishing service strategies and policies for mobile social media.
The following parts of this paper are organized as follows: first, we describe the literature review of the study. Second, we propose our research model and hypotheses. Third, we perform empirical analysis with data. Finally, we discuss the research results and implications of our study.
5. Discussion and Implementations
5.1. Discussion of Research Results
We designed a scale (comprising four dimensions: usefulness, convenience, design, and security/privacy) for measuring SQ of mobile social media by referring to prior research. A research model was proposed through the development of research hypotheses. The study empirically investigated the relationship between SQ, CS, and CL in mobile social media, as well as the mediating role of CS.
The results show a significant positive relationship between SQ and CS, indicating that enhancing SQ of mobile social media applications can increase CS. This finding is consistent with previous studies by Yeh and Li [
41] in the field of mobile commerce. Moreover, similar results were observed in mobile value-added services by Kuo et al. [
39] and Zhao et al. [
40]. Among the four dimensions of mobile SQ, convenience had the most significant impact on CS, indicating that efforts should be directed toward improving convenience above other dimensions of mobile SQ to enhance CS.
Furthermore, the study reveals that CS has a significant positive effect on CL, meaning that improving CS can lead to increased CL. This is consistent with previous research that has identified CS as a leading variable of CL. Sagib and Zapan [
21] and Wang and Liao [
43] also found similar results in mobile banking and mobile commerce, respectively. The study further reveals that among the mobile SQ dimensions, only usefulness has a significant positive effect on CL, implying that usefulness can directly increase CL. Additionally, CS played a mediating role in the relationship between SQ and CL, with usefulness partially mediated, and convenience, design, and security/privacy completely mediated. The findings imply that usefulness is not sensitive to CS regarding its impact on CL. The above findings suggest that improving SQ can enhance CS and CL in the context of mobile social media.
5.2. Theoretical Implications
This study makes several contributions to the literature on SQ and CS. First, it suggests a scale for measuring SQ of mobile social media, drawing on previous research. This scale, which includes convenience, design, usefulness, and security/privacy, can be used to measure mobile service quality in various areas. Second, it is the first study to provide valuable insights into the importance of SQ as a critical factor in driving CS and CL in the context of social media. It emphasizes that improving SQ is essential to enhance CS and CL. Third, it reveals that usefulness has an impact on CL in the context of social media. However, the relationship between SQ and CL has conflicting results, as previously mentioned in the study. This finding contributes to the existing literature on CL in the mobile context by highlighting the significance of usefulness. Finally, this study provides a better understanding of the mechanism among CS, SQ, and CL. CS plays a mediating role in the relationship between SQ and CL in the context of mobile social media. A virtuous cycle exists in the relationship between the CS, SQ, and CL wherein improving SQ leads to increased CS, which serves as a mediator and ultimately enhances CL.
5.3. Managerial Implications
Managers should recognize that SQ improvement or innovation should be prioritized to enhance CS, which is a vital management goal in the context of mobile social media. SQ is the source of CS and CL. Improving SQ requires a thorough analysis of customers’ requirements for the mobile SQ dimensions on the basis of information technology. The management implications of this study in the current market environment are as follows.
First, convenience was found to have the greatest influence on CS among the mobile SQ dimensions. Therefore, managers should pay special attention to improving convenience. As portable devices provide mobile social media services through small screens and keyboards, users often experience discomfort. To resolve this issue, developers should provide alternative input functions so that customers can use the services easily.
Second, security and privacy must be strengthened. As services are provided through a wireless connection, service providers must focus on relieving the anxiety about personal information leakage and hacking. Personal information protection can be improved by strengthening user authentication and user protection terms and conditions. In addition, comprehensive information management should be conducted, and continuous efforts should be made to develop network security and encryption technologies. The design of the user interface should be improved to ensure that it has a comfortable and sophisticated feel. Moreover, it should be designed to increase interest and immersion while preventing vision deterioration owing to extended use. Customized designs that suit the characteristics of each customer may also be beneficial. Efforts should be made to strengthen social communication and develop the content of various functions, such as collaboration with other services. Other services can include financial and information-providing services that assist with daily activities.
Finally, CS, a measure of management performance, is an essential factor linking SQ and CL. CS-oriented management grants a competitive advantage and ensures sustainability. The proposed managerial implications can help establish well-designed SQ strategies and policies, and develop mobile social media applications that provide good SQ.
5.4. Limitations and Future Directions
This study has several limitations. First, the subjects of the study were limited to domestic mobile social media users. Therefore, to provide generalizable results and implications, future studies should target a wider range of mobile social media users. Second, the model in this study considered a single mediator (CS) only. Hence, in future research, the model should be expanded to include other potential mediators, such as customer value and trust, which may affect the relationships studied. The mediating roles of customer value and trust between SQ and CL are topics that have been studied in various fields [
59,
60,
61,
62,
63]. Third, the study was limited to the mobile context of social media. Future research may expand the scope by examining shoppable social media platforms, live streams, business platforms, and inspirational platforms.