Antecedents and Effects of App-user Satisfaction: Empirical Evidence from Greece

Niros, Meletios and Samanta, Irene and Pollalis, Yannis and Niros, Angelica (2019): Antecedents and Effects of App-user Satisfaction: Empirical Evidence from Greece.

Abstract

The purpose of this research is to explore the antecedents and effects of mobile app satisfaction. A survey conducted using a “positivism” approach, in which 450 app users participated to answer the research instrument. Emotional Attachment and App design proved to be the most influential antecedents of app satisfaction, whereas Safety of personal data & user identification were important as well. 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 app user satisfaction. This finding shows that satisfaction is the vehicle to spread the value of the app to other users cheaper and with more credibility. This research provides certain implications to digital marketing practitioners and academics in order to make decisions on building strong service brands using a mobile app as a distribution channel.

• Item Type: MPRA Paper
• Language: English
• Keywords: App Satisfaction, Digital Marketing, Consumer Behaviour, Electronic Commerce
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L81 - Retail and Wholesale Trade ; e-Commerce; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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