An integrated M-S-QUAL and importance-performance analysis approach for assessing service quality of mobile commerce application

In this globalization era, the Internet has arguably influenced the daily business of every sector, especially service sector. As a consequence, most of the current services have been changed from the conventional way with an emergence of the Internet to the electronic commerce (e-commerce). With the convenience of using handled devices, such as Smartphone and tablets, the emergence of mobile commerce (m-commerce) application becomes a demand. As time goes by, an intense competition among the mobile service providers is inevitable, thus, all providers seek to improve their service qualities in order to achieve customer satisfaction. The present research attempted to assess the service quality of the existing m-commerce using the M-S-QUAL scale and combine it with the importance-performance analysis (IPA) model. A case study to exhibit the applicability of the proposed methods was conducted in one of the most popular m-commerce application in Indonesia. This study is expected to provide valuable insights for the managers concerning with the attributes of the service quality that reflect the customers' perception in order to do continuous improvement.