A Study of the Moderating Effect of Utilitarian and Hedonic Value on E-Service Quality and User Satisfaction in Mobile Application

Abstract

As the importance of mobile device is prevalent, knowledge of what factors affect satisfaction of mobile applications is critical to both researchers and practitioners. Prior studies on E-service quality focused on websites, online auction, and e-banking. However, there are limited research on E-service quality in mobile application context due to its youth as a technology. Hence, this study focuses on which E- service quality variables influence users satisfaction in mobile applications. Based on DeLone and McLeans IS success model and E-service quality developed by Parasuraman et al. (1985) and Zeithaml et al. (2002), an investigation of the models are proposed and investigated. Furthermore, value will be added to examine the moderating effect towards users satisfaction. Results show that efficiency, fulfillment, privacy protection of the E-service quality significantly influences user satisfaction. Moreover, user satisfaction is significantly influenced by fulfillment in hedonic applications, whereas efficiency in utilitarian applications. Overall, this study replicates prior research on E-service quality and satisfaction in the mobile application context to derive influential variables. As with every survey-based research, findings can be difficult to generalize, nevertheless, this research provides implications for further research. Theoretically, this research provides a brief understanding of how hedonic and utilitarian value moderates E- service quality to satisfaction. For practitioners, it gives the opportunity to enhance their understanding of existing customers. This study will be another drive for application development strategies to be examined since it is inevitable for companies to understand its clientele as it can be the differentiation in market share and profitability.