Measuring service quality in m-commerce context: The case of Arab Open University, Jordan

This study explores the impact of service quality dimensions (website design, reliability, responsiveness, trust, personalization, perceived risk and perceived cognitive control), information quality dimensions (content usefulness and content adequacy) and system -
quality dimensions (ease of use, accessibility, interactivity and perceived website innovativeness) on overall perceived service quality, customer satisfaction and behavioral
intention. Based on existing literature, a conceptual model was developed. The SERVQUAL
model and the Information system theories were used to explicate the relationship among the variables in the conceptual model. Using a survey research design, a sample of 618 university students and staff was drawn through simple random sampling. Combinations of inferential and descriptive statistics were performed assisted by the Statistical Package for Social Science (SPSS) and Partial Least Square (PLS). The outcomes
of this study show that responsiveness, content usefulness, content adequacy, ease of use, interactivity, and perceived website innovativeness have significant positive
relationships with overall service quality. However, website design, reliability, trust,
personalization and perceived risk do not have significant relationships with overall service
quality. Similarly, and as expected, overall service quality significantly influences satisfaction while satisfaction positively influences the behavioral intention of mobile
commerce customers in Jordan. As for policy and managerial recommendations, it is important that managers lay more emphasis on those factors that can make customers perceive the website of m-commerce to be of high quality as this will eventually affect their satisfaction and future behavioral intentions. Similarly, m-commerce service policy-makers should come up with policies that will enhance the nature of services being rendered, and that will bring greater benefits to the customers. Additionally, the policymakers should endeavour to position m-commerce in the minds of customers in such a
way that it will bring about the intention to repeat patronage in the future. Finally, directions for future research are discussed.