Understanding the role of mobile applications in brand loyalty in the coffee chains industry
- Authors
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Byoungsoo Kim
Business School, Yeungnam University
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Daekil Kim
School of Communications and Media, Seoul Women's University
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- Keywords:
- mobile applications, perceived benefits, consumer satisfaction, loyalty program, brand loyalty, customer loyalty, coffee chains
- Abstract
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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.
- References
- Downloads
- Published
- 2022-10-05
- Issue
- Vol. 50 No. 10 (2022)
- Section
- Articles
- License
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Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
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