Does m-servicescape influence repurchase intentions in mobile branded OTAs

Abstract

This study explores the influence of m-servicescapes on customers' repurchase intentions within the mobile commerce environment. Recognising the gap in research on how mobile design and environmental factors affect customer retention and repurchase behaviours, this research transfers and adapts the traditional servicescape concept to m-commerce. The study utilises a quantitative descriptive research design, collecting data through online questionnaires from 639 participants who made accommodation bookings via mobile OTA platform devices. By examining the recontextualized dimensions of m-servicescape, specifically aesthetic appeal, layout and functionality, content, privacy and security, and ubiquity, the research investigates their impact on repurchase intentions. Results indicate that layout and functionality, privacy and security, and ubiquity significantly influence repurchase intentions, highlighting the importance of these elements in the design of mobile commerce platforms to foster customer retention and enhance competitive advantages. This study not only contributes to the theoretical development of m-servicescape literature but also offers practical insights for mobile businesses in designing environments that enhance customer repurchase intentions.