THE RELATIONSHIP AMONG U-CONSTRUCTS, TRUST AND SATISFACTION: EVIDENCE FROM MOBILE BANKING USERS

Abstract

The last few decades have witnessed a drastic change in the nature of commerce due to the development of ubiquitous computing technologies. E-commerce has evolved to an ultimate stage that is called u-commerce. This study seeks to provide an understanding of consumer satisfaction and trust in u-commerce characteristics. Thus, the research examined how u-constructs affect satisfaction and trust from the mobile banking perspective. Ubiquity, uniqueness, universality, and unison comprise the characteristic features represented as u-constructs. In this study, a total of 1012 samples were analysed using Structural Equation Modelling (SEM). The results showed that characteristics of ubiquity and universality have positive effects on customer satisfaction, yet they do not have any effect on trust. It was also found that uniqueness and unison have positive effects on trust and that trust has a positive effect on satisfaction. This study contains some theoretical and practical implications for researchers and practitioners who are interested in u-commerce and improving customer satisfaction.

Keywords

• U-commerce
• marketing
• u-constructs
• satisfaction
• trust