Customer Engagement in a U-Commerce Environment: The Effectiveness of Non-Cash Payment Technologies on Customer Retention and Repeat Purchasing Behavior.

摘要

The roadmap towards the commercialization of goods and services has been continually enhanced and modified to accommodate a more digital landscape. Businesses are building more robust websites and point-of-service opportunities that do not require human intervention. In turn, consumer shopping patterns and behaviors have shifted in response to consumer's own perceptions of value associated with the product. For the sake of maintaining a competitive edge in the market, companies vie to capture and leverage customer engagement data to improve the quality of marketing and development of new products and services.;The purpose of this study was to understand the impact of payment technologies on retention and repeat purchasing behaviors in undergraduate students in a u-commerce environment. Associated research questions sought to explore relationships and differences in self-perceptions of mobile payment services and devices. The researcher developed and utilized a survey instrument to collect quantitative behavioral data from undergraduate students at two New England-based universities. Participants were selected using a purposive sampling technique that sought to study students who owned a smartphone and used the mobile payment service within six months of the time they completed the survey.;This study found significant differences in self-perceptions of mobile payment services in gender and brand of mobile payment service used ( p < .05). In addition, the study found a significant relationship with the participants age and self-perceptions of mobile payments ( r = -.157, p < .05). In all cases, the influence of gender, age and mobile payment proved to have a small effect. These findings hint at the importance of the individual over the quality of the product. Consumer demographics can provide insight into the potential behavioral engagement patterns of mobile payment service users. Secondly, the marketing teams for mobile payment service brands should seek opportunities to research and investigate the fluidity of consumer values, and how it impacts customer engagement. The lessons learned from consumer demographics and values studies can serve as input into customer relationship management practices that work improve customer engagement behaviors.