Understanding the Customer Journey Through Retail Mobile Applications

Claudia Aguirre (), Juana María Padilla-Piernas () and Pilar Barra Hernández ()
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Claudia Aguirre: Universidad Católica San Antonio de Murcia–UCAM
Juana María Padilla-Piernas: Universidad Isabel I
Pilar Barra Hernández: Universidad Católica San Antonio de Murcia–UCAM

A chapter in Advances in National Brand and Private Label Marketing, 2025, pp 37-44 from Springer

Abstract: Abstract Retailers increasingly use mobile applications as a marketing tool to enhance the customer experience with their brands. Drawing on the customer journey approach, this study analyzes the phases of retailers’ mobile applications. A quantitative approach was used with a sample of 133 users of the retailer’s mobile application. The results indicate that loyalty toward the retailer and purchase intention through the retailer application influence two co-creation variables: loyalty toward the retailer’s application and purpose to provide feedback to the retailer. The paper concludes with a general discussion, of limitations and implications for management.

Keywords: Retailers; Customer Journey; Mobile Applications; Loyalty toward the retailer app; Intention to provide feedback to the retailer; Purchase intention through the retailer app (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-97133-4_5

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DOI: 10.1007/978-3-031-97133-4_5

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