Understanding the role of mobile applications in brand loyalty in the coffee chains industry
Social Behavior and Personality
; 50(10):1-11, 2022.
Article
in English
| ProQuest Central | ID: covidwho-2065339
ABSTRACT
With the spread of COVID-19, the development and distribution of mobile apps is a significant issue for sustainable growth in service industries. This study identified the relationship between customer loyalty to mobile apps and brand loyalty, and investigated the role of perceived benefits provided by mobile apps in enhancing brand loyalty. We integrated a set of perceived benefits into the expectation-confirmation model and collected data through a survey of 365 consumers in South Korea who used mobile apps of coffee chains. Results reveal that brand loyalty was affected by consumer satisfaction with and loyalty to mobile apps. Entertainment and recognition both played a significant role in increasing loyalty to mobile apps, but the effects of monetary saving and exploration were nonsignificant. The study findings confirm the positive impact of social benefits on consumer satisfaction with and loyalty to mobile apps.
Psychology; Customer services; Benefits; Consumer behavior; Customer satisfaction; Coffee; Mobile communications networks; Entertainment; Brands; Loyalty programs; Loyalty; Service industries; COVID-19; Client satisfaction; Consumers; Social research; Brand loyalty; Marketing; Perceptions; Hypotheses; Medical research; Sustainable development; Coronaviruses; Market strategy; South Korea
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
Social Behavior and Personality
Year:
2022
Document Type:
Article
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