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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.
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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Observational study Language: English Journal: Social Behavior and Personality Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: ProQuest Central Type of study: Observational study Language: English Journal: Social Behavior and Personality Year: 2022 Document Type: Article