TY  - JOUR
T1  - Customer Vs. E-tailer: How Tablet Affects Mobile Commerce
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 224
EP  - 235
PY  - 2016
T2  - 
AU  - Olaleye, Sunday Adewale
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_87.pdf
KW  - Relationship marketing
KW  - Customer engagement
KW  - Customer relationship management
KW  - Mobile devices
KW  - Mobile marketing
KW  - Website reputation
KW  - E-tailer
AB  - Purpose – Mobile devices most especially tablet create chances and challenges for mobile commerce vendors as they seek to increase their profits and optimize online shopping. This study examines consumer behaviour with regards to tablet usage for consumption across two countries in two continents. Design/methodology/approach - Exploratory and confirmatory factor analysis was conducted to validate the constructs while structural equation modelling (SEM) was employed to test the hypotheses based on 550 respondents. Findings - The findings show that reputation of e-tailer’s website is a strong predictor of trust and loyalty to use a mobile tablet for online shopping. Future research can concentrate on the impact of using tablet for sales increase or how  social media apps can influence mobile commerce by using Tablet  with a focus on generation X and Y of developed and developing countries. Research limitations/implications - This research impacts and extend the growing body of knowledge on usage of mobile devices. Practical Implications – This study reveals the need for e-tailers to combine their in-house strategy with emerging technology and create a technology plan that targets the soft spot of the consumers. Since customers are very important, there is a need for the online vendor’s globally to target the tablet users when they are optimizing their websites for effective visibility and usability. This action plan will facilitate a cordial relationship between e-customer and e-tailer. Originality/value – This study on mobile marketing in the context of tablet usage is paramount to the marketing practitioners and the scholars. There is more publicity about the study on practitioner’s electronic and print media but a scanty research domain in the academia, due to this limitation, this study on e-tailing will extend marketing literature and contributes to filling the research vacuum.
ER  -