Findings of the study offer several theoretical contributions in
the context of mobile commerce in general and mobile hotel booking
in particular. However, like most research studies, this study
is subject to several limitations. For example, data collected in this
study may not be generalized to all groups of mobile customers,
such as Generation X, Generation Y, baby boomers, and senior citizens.
Thus, the customer segmentation issue provides a promising
area for future research. T