o:29435 What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach en Abstract Purpose – The purpose of this paper, which is based on the UTAUT2 model, is to develop and evaluate a predictive model of customer satisfaction related to mobile commerce (m-commerce) and the willingness to recommend this service to others. Design/methodology/approach – The study was conducted based on a sample of 402 respondents. Confirmative factor analysis was used to evaluate the validity of the model, while structural equation modeling (SEM) was used to test the hypotheses. Finally, artificial neural networks were used to rank the influence of the significant predictors obtained by SEM. Findings – Trust was found to be the most significant driver of customer satisfaction, followed by performance expectancy and perceived value. In addition, affective commitment and satisfaction were identified as the strongest predictors of word of mouth (WOM). Originality/value – The originality/value of the paper lies in the establishment of the connection between the independent variables of the UTAUT 2 model – trust, satisfaction, affective and continence commitment and WOM. Additionally, it is one of a small number of studies investigating customer commitments and their influence on WOM in m-commerce. Keywords Word of mouth, M-commerce, Satisfaction, UTAUT2 1552099 10.1108/JEIM-05-2019-0136 1552101 1741-0398 2023-05-15T10:03:06.395Z 44 no 46 Zoran Kalinić Veljko Marinković Univerzitet u Beogradu Ekonomski fakultet person Aleksandar Đorđević Univerzitet u Beogradu Ekonomski fakultet person 11512679 0000-0001-9409-8392 Francisco Liebana Cabanillas person application/pdf 350638 https://phaidrabg.bg.ac.rs/o:29435 no yes 1 70 92000001 11A03 Journal of Enterprise Information Management 33 1 71 94 2020