| Autor: |
Niros, Meletios, Samanta, Irene, Pollalis, Yannis, Niros, Angelica |
| Zdroj: |
IUP Journal of Brand Management; Dec2022, Vol. 19 Issue 4, p39-49, 11p |
| Abstrakt: |
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. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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