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Research Differences in Mobile Service Perceptions Initially they selected a random sample of 5000 consumers from a large list of e- retailing consumers maintained by an online marketing research firm. They collected the data by sending an invitation through an e-mail to each of the 5000 respondents and 1211 complete and usable responses were received. The representativeness of the data has been evaluated by comparing the collected sample data with the data collected by a Greenfield Online study showing similar demographic characteristics. To measure various constructs, validated items used by other researchers have been adapted. For the purpose of analysis, the sample has been split in to two sets: (a) An exploratory data set of 360 observations. (b)The model estimation data set of 851 observations. 1. An exploratory factor analysis technique has been applied to the exploratory data set and internal consistency estimates were obtained. High internal consistency between various constructs was observed on the basis of the estimates. 2. The model for loyalty has been obtained on the basis of the model estimation data by applying regression analysis. The coefficient alphas, means and standard deviations for various constructs on the basis of model estimation data sets have been obtained. The regression model which was run in this research paper is as follows: LT = g 0 + g 1 SA + g 2 TR + g 3 PV + g 4 IN + g 5 CM + g 6 SA*TR + g 7 SA*PV + 8 SA*PS + g 9 SA*IN + g 10 SA*CM + e LT: e- Loyalty SA: e- Satisfaction TR: Trust in the e-Business PV: Perceived value IN: Inertia CM: Convenience orientation PS: Purchase size 266 PAKISTAN BUSINESS REVIEW JULY 2010
Differences in Mobile Service Perceptions Research Their tested hypotheses are: • About the effect of the level of e-satisfaction on the level of e-loyalty. As the difference is significant, therefore it is concluded that the higher the e-satisfaction, the higher the e-loyalty • That the impact of customer e-satisfaction on e-loyalty is moderated by inertia. As the difference is significant, it is concluded that e-satisfaction will have a higher impact on e-loyalty at a lower values of inertia than at higher values of inertia. • That the impact of customer e-satisfaction on e-loyalty is moderated by convenience motivation. As the difference is significant, it is concluded that convenience motivation positively moderates the impact of customer e-satisfaction on e-loyalty. • That the impact of customer e-satisfaction on e-loyalty is moderated by purchase size. As the difference is significant, it is concluded that purchase size moderates the impact of customer e-satisfaction on e-loyalty. • That the impact of customer e-satisfaction on e-loyalty is moderated by trust. As the difference is significant, it is concluded that trust moderates the impact of customer e- satisfaction on e-loyalty. • That the impact of customer e-satisfaction on e-loyalty is moderated by trust. As the difference is significant, it is concluded that trust moderates the impact of customer e- satisfaction on e-loyalty. • That the impact of customer e-satisfaction on e-loyalty is moderated by perceived value of a Web site. As the difference is significant, it is concluded that perceived value moderates the impact of customer e-satisfaction on e-loyalty. Definitions of Variables (Kumar, A and Lim, H, 2006) • Service quality • Perceived value (i.e. economic, emotional) • Satisfaction and • Loyalty intention PAKISTAN BUSINESS REVIEW JULY 2010 267
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