The Effects of Task Service Fit on Brand Loyalty: A Study of Branded Apps

Trang P. Tran, Christopher P. Furner and Ilia Gugenishvili
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Trang P. Tran: East Carolina University, USA
Christopher P. Furner: East Carolina University, USA
Ilia Gugenishvili: Åbo Akademi University, Finland

International Journal of E-Services and Mobile Applications (IJESMA), 2022, vol. 14, issue 1, 1-19

Abstract: 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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jesma0:v:14:y:2022:i:1:p:1-19

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