Antecedents and Effects of App-user Satisfaction: Empirical Evidence from Greece
Meletios Niros (),
Yannis Pollalis and
MPRA Paper from University Library of Munich, Germany
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.
Keywords: App Satisfaction; Digital Marketing; Consumer Behaviour; Electronic Commerce (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2019-02-01, Revised 2019-02-15
New Economics Papers: this item is included in nep-ict, nep-mkt and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:92772
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