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The impact of affective and cognitive app experiences on loyalty towards retailers

Sebastian Molinillo, Navarro-García, Antonio, Anaya-Sánchez, Rafael and Arnold Japutra

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: Although mobile applications (apps) are now widespread, to date few studies have considered the effects that app use has on loyalty towards the retailer. This study aims to explore the impact of affective and cognitive app experiences on loyalty towards retailers. A theoretical model, validated empirically with data from a survey using partial least squares structural equation modelling (PLS-SEM), is proposed. The results show the key role of affective experience and its impact on cognitive experience and that both dimensions positively influence the satisfaction and trust that users have in apps, which in turn has a positive effect on loyalty felt towards the retailer. These findings contribute towards improving the theoretical knowledge of the impact of apps on the retailer-customer relationship, and guide businesses in developing and implementing appropriate app-related strategies.

Keywords: Mobile app; Customer experience; Customer loyalty; Retail (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1016/j.jretconser.2019.101948

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