Pub. Date | : | Dec, 2022 |
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Product Name | : | The IUP Journal of Brand Management |
Product Type | : | Article |
Product Code | : | IJBRM031222 |
Author Name | : | Meletios Niros, Irene Samanta, Yannis Pollalis and Angelica Niros |
Availability | : | YES |
Subject/Domain | : | Marketing |
Download Format | : | PDF Format |
No. of Pages | : | 11 |
In this digital age, numerous mobile apps catering to diverse needs are instantly available. However, keeping customers engaged and ensuring they are satisfied with the value of apps is no easy task. The paper explores the antecedents and effects of mobile app satisfaction. A survey was conducted using "positivism" approach, in which 450 app-users participated to answer the research instrument. Emotional attachment and app design are the most influential antecedents of app satisfaction, whereas safety of personal data and user identification are also found to be important. However, app satisfaction has no effect on intention to upgrade to premium service, showing that the basic revenue stream still derives from advertising and sponsorships. On the other hand, word-of-mouth communication is stimulated by appuser satisfaction. This finding shows that satisfaction is the vehicle to spread the value of the app to other users cheaply and with more credibility. The findings of the study will be of use to digital marketing practitioners in building strong service brands using a mobile app as a distribution channel.
In the last five years, digital transformation has attracted the attention of both academics and practitioners in terms of business survival and growth in the Information Age. Digital transformation or digital revolution suggests the need for incorporating information technologies, processes and digital skills in order to design and provide better services, products and brands that e-customers value the most (Nguyen and Le Minh, 2018). Digital transformation has opened the doors for global competition via the Internet. Internet users can now order products and services from anywhere in the world (Parasuraman et al., 2005). This new business development is a necessity, since Internet users have more than doubled in the last seven years (Nguyen and Le Minh, 2018). With the increased penetration of smartphones and tablets, e-customers can buy products/ services or acquire information using mobile devices (Hsiao et al., 2016). Users can make orders, carry out transactions and communicate on their mobile devices through a userfriendly mobile application (mobile app or app). With regard to user satisfaction in the.