Determinants of Customer Loyalty Towards M-Shopping Apps: A Study in Dakshina Kannada District

Abstract

The rapid growth of smartphones, internet accessibility, and digital payment technologies has accelerated the expansion of mobile commerce in India. Mobile shopping applications have become an essential part of consumers’ daily lives by providing convenience, flexibility, secure payment systems, and personalized shopping experiences. In the competitive digital marketplace, customer loyalty has emerged as a critical factor determining the long-term success and sustainability of M-shopping platforms. The present study is conceptual and descriptive in nature and aims to identify the major determinants influencing customer loyalty toward M-shopping applications in Dakshina Kannada district. The study is entirely based on secondary data collected from journal articles, books, conference proceedings, websites, government reports, and published academic studies related to mobile commerce and consumer behaviour. The study examines the influence of perceived convenience, perceived trust and security, digital transaction efficiency, personalized shopping experience, customer experience satisfaction, perceived service quality, reward and retention benefits, and mobile app usability on customer loyalty. The study also proposes conceptual postulates explaining the relationship between these determinants and customer loyalty toward M-shopping applications. The findings are expected to provide useful insights for researchers, marketers, e-commerce companies, and policymakers regarding customer retention strategies and emerging trends in mobile commerce.