2. Consumers’ Satisfaction and Problems of
Mobile Commerce Services in Selected Taluks
of Tuticorin District
AUTHOR Co-Authors
Dr.S.Jeyakumar, Co - Ordinator S.Vinayasree & M.Maharaja
Research Department of Commerce II M.Com(CA)
G.Venkataswamy Naidu College G. Venkataswamy Naidu College
Kovilpatti Kovilpatti
3. Introduction
• Mobile Commerce is a part of e-commerce.
•The Mobile Commerce which can be possible through
mobile phone with the internet connection rapidly.
• It was established in 1997 by Kevin Duffey.
•This is also called as M-Commerce.
• M-Commerce allows the consumers to access the various
facilities with the wireless internet connection.
•This paper analyzes the consumers’ satisfaction about
mobile commerce services.
4. Objectives of the Study
To analyze the consumers’ satisfaction
towards mobile commerce services
To reveal that the consumers’ attitude about
the benefits of mobile commerce services
To investigate the problems of mobile
commerce services
5. RESEARCH METHODOLOGY
o Sources of data: Primary and Secondary Data are used for this
study. Primary Data which is collected from the various
respondents and Secondary Data which is collected from
various journals and websites.
o Sample size: There are 200 respondents were taken for this
study from Kovilpatti, Ettayapuram and Vilathikulam Taluks.
o Sample Technique: The lottery method for selection of Taluks
and convenience sampling method is used for selection of
respondents.
o Tools used: Weighted Average tool and Percentage tool.
7. Demographical Factors Options No. of respondents Percentage
Gender
Male 141 70.5
Female 59 29.5
Total 200 100
Age group
Below 20 years 38 19
21-40 years 88 44
41-60 years 56 28
above 60 years 18 9
Total 200 100
Educational Qualification
School level 14 7
Diploma 38 19
UG degree 102 51
PG degree 46 23
Total 200 100
Occupation
Student 71 35.5
Business 46 23
Private employees 30 15
Government employees 26 13
Job Seekers 23 11.5
House Wife 4 2
Total 200 100
Family Income
Upto Rs.50000 39 19.5
Rs.50001-Rs.100000 66 33
Rs.100001-Rs.200000 27 13.5
Rs.200001-Rs.300000 36 18
Above Rs.300000 32 16
Total 200 100
Profile
Details
of
the
Respondents
Source: Primary Data
8. Problems HS S N DS HDS Total
Score
Mean
Score
Standard
Deviation
Mobile Ticketing 120 80 0 0 0 920 4.6 56.57
Mobile Money Transfer 84 68 48 0 0 836 4.18 38.68
Mobile Vouchers, Coupons and
Loyalty Cards
84 76 40 0 0 844 4.22 40.1
Content Purchase and Delivery
64 48 76 12 0 764 3.82 32.86
Location-based Services 40 56 72 24 8 696 3.48 25.3
Information Services 56 76 40 24 4 756 3.78 27.86
Mobile Banking 36 56 88 20 0 708 3.54 33.82
Mobile Brokerage 80 48 60 12 0 796 3.98 33.35
Mobile Auctions 56 68 64 12 0 768 3.84 31.62
Mobile Browsing 60 80 52 4 4 788 3.94 34.41
Mobile Shopping 40 52 72 28 8 688 3.44 24.17
Mobile Advertising 16 72 36 44 32 596 2.98 20.59
Consumers’ Satisfaction towards Mobile Commerce servicesSource: Primary Data
9. Benefits SA A N DA SDA Total
Score
Mean
Score
Standard
Deviation
Convenient 64 72 40 16 8 768 3.84 28.28
Cost save 68 96 32 4 0 828 4.14 41.47
Time save 72 68 52 4 4 800 4 33.7
More rewards 52 72 52 20 4 748 3.74 27.42
Personalization 56 104 36 4 0 812 4.06 42.61
Easy to use 48 64 60 20 8 724 3.62 24.82
Easy connectivity 36 84 56 20 4 728 3.64 31.24
Quick access 60 88 36 16 0 792 3.96 34.99
Consumers’Attitude towards Benefits in Mobile Commerce Services
Source: Primary Data
10. Problems SA A N DA SDA Total
Score
Mean
Score
Standard
Deviation
Lack of knowledge of use 44 60 56 16 24 684 3.42 19.39
Security problems 24 48 52 60 16 604 3.02 18.97
Network issues 28 24 56 76 16 572 2.86 25.14
Limited memory 32 40 68 48 12 632 3.16 20.59
Resolution scarcity 20 52 64 52 12 616 3.08 22.63
Technical difficulties 12 40 80 56 12 584 2.92 29.26
Habituate 44 40 52 52 12 652 3.26 16.49
Risk factors 40 48 56 40 16 656 3.28 14.97
Consumers’ Opinion about the Problems in Mobile Commerce Services
Source: Primary Data
11. Findings of the study
Out of 200 respondents, 141 respondents are male respondents
The Maximum respondents (88) are in 21-30 age group
The Majority of the respondents (102) are UG degree holder
The highest number of respondents (71) are students
The large number of respondents (66) have family income Rs.50001-Rs.100000
Mobile Vouchers/coupons got the highest mean score 4.22 and Mobile ticketing
got the highest standard deviation value 56.57 in the satisfaction level of
consumers.
Flexible access got the highest mean score 4.14 and Personalization benefit got
the highest standard deviation value 42.61 in the attitude level of consumers.
The lack of knowledge to use got mean score 3.42 and the technical difficulties
got the standard deviation value 29.26 in the opinion level of consumers.
12. Suggestions
The awareness programme may be conducted about Mobile Commerce
Services users
The Mobile Commerce Service provider should solve the problems of users
in good manner.
The proper security system should be adopt in Mobile Commerce services
The proper network follows in Mobile Commerce services for avoid
constraint of users
The Mobile Commerce Service provider should increase storage memory for
users
The fraud activities should be avoidable one
The separate controlling organization may be implement for Mobile
Commerce Services
13. Conclusion
• Mobile Commerce connects all over the world in palm of the hand. The
multiple services are available in Mobile Commerce.
• These services are utilized by the consumers.
• The Consumers are highly satisfied with these mobile commerce
services.
• They enjoy and agreed the various benefits in Mobile Commerce
Services and they also face the problems in Mobile Commerce Services.
• The Mobile Commerce Service provider should solve all the problems of
mobile commerce users.
• In spite of the problems consumers’ satisfaction level is in a good
manner about Mobile Commerce Services. So Mobile Commerce has
great future.
