The Effects of Task Service Fit on Brand Loyalty

Autor:	Trang P. Tran, Ilia Gugenishvili, Christopher P. Furner
Rok vydání:	2021
Předmět:	Marketing Service (business) Computer Networks and Communications Strategy and Management Advertising Business Computer Science Applications Management Information Systems Brand loyalty Task (project management)
Zdroj:	International Journal of E-Services and Mobile Applications. 14:1-19
ISSN:	1941-6288 1941-627X
Popis:	Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e9548a17f1af5cb4e28adcb94d9ad7fe https://doi.org/10.4018/ijesma.285545 Zobrazit plný text záznamu