Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period

Retailers and their supply-chain partners should reconsider their competitive advantages in today's technology-enhanced environment and search for opportunities to collaborate. Mobile applications have emerged as a special form of e-commerce that provide convenience for consumers by saving time and effort. In the pandemic days, people prefer using mobile applications in particular to order food from restaurants and protect themselves from COVID-19. Even though there are many previous studies regarding mobile application usage, they have investigated the antecedents of mobile app adoption. Today, consumers already have adopted them, yet there is a need to understand the outcomes of mobile application usage, especially for mobile food-ordering apps (MFOAs). To fill this gap, this study first positions the MFOAs among other mobile food applications regarding their business models. Then, a structural model was developed and tested by focusing on the outcomes of MFOA usage. A survey of 217 participants was conducted, and the data were analyzed using partial least squares path modeling (PLS-PM). The main contribution of the results is the finding that MFOA satisfaction plays a critical role in developing restaurants' brand satisfaction and loyalty. Thus, brands should cooperate with MFOA providers.     

The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image

This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is supported. Further, it is found that the indirect effect of customer satisfaction on customer loyalty via CRM quality is stronger when perceived brand image is high than when it is low. The results have implications for relationship managers, brand managers and scholars who use service evaluation and relational metrics to predict customer loyalty.     

How quality, value, image, and satisfaction create loyalty at a Chinese telecom

This study proposes and tests an integrative model to examine the relations among service quality, value, image, satisfaction, and loyalty in China. Analysis of survey data from 118 customers of a Chinese mobile communications company reveals that service quality directly influences both perceived value and image perceptions, that value and image influence satisfaction, that corporate image influences value, and that both customer satisfaction and value are significant determinants of loyalty. Thus, value has both a direct and indirect (through satisfaction) impact on customer loyalty. Other variables mediate the impact of both service quality and corporate image on customer loyalty.     

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

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.     

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

Building customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.     

A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making?

This research investigates the extent to which Mobile Augmented Reality (MAR) apps can influence user attitudes and shopping behavior. It empirically explores user experience and examines its effects on consumer perceptions of hedonic and utilitarian gratification, informativeness, and ease of use. Findings indicate perceptions of gratification and informativeness significantly associate with MAR app use. When consumers perceived the MAR app as enjoyable, useful, and contributing to the information acquisition, they were inclined toward a more positive affective response. Practically it provides insights into MAR use, which benefits both consumers and MAR app designers, and influences company marketing strategy.     

Brand relationships in wireless mobile environments: The mediating role of apps

Brands use branded mobile apps to interact with users and to develop brand relationships in wireless mobile environments. These apps collect data about users and app usage, which are potentially helpful for brand relationship research. We aim to contribute to understanding the user–brand relationship (UBR) measurement mediated by branded apps, an area with very limited research, with a focus on leveraging these apps as a gauging context to measure the UBR strength. We propose a data-driven model to measure the UBR strength that combines metrics computed by using branded app data with close interpersonal relationship indicators. We conducted a computer simulation to test the proposed model. Our findings show that app usage time is the metric that most affects UBR strength measurement. The results suggest that time is essential for developing brand relationships in wireless mobile environments, much like in interpersonal relationships. The proposed model can be supplemented with other metrics to study new attributes associated with the UBR that might emerge in these environments.     

Branded app atmospherics: Examining the effect of pleasure–arousal–dominance in brand relationship building

Given the incredible ability to interact with consumers, branded apps have become a new important brand relationship building platform for marketers. However, despite the remarkable growth of app users, many brands are still struggling to attract continuous usage among user. Past research emphasized on the functional perspective of branded apps usage, yet emotional factors have received less attention. Therefore, to address the research gap, present research draws from the conceptual lens of pleasure-arousal-dominance (PAD) model from environmental psychology to examine the emotional factors of branded apps. The objective of this research is to investigate the drivers of branded app atmospherics in brand relationships. We recruited 408 users by an online survey. Results identify atmospherics cues that influence the experiential emotions of pleasure, arousal and dominance, which generates usage intention. This research contributes knowledge by extending PAD model to branded app context and provide an important ground where practitioners can design atmospherics cues that create emotional experience in branded app to foster brand relationship.     

Examining consumers' continuous usage of multichannel retailers' mobile applications

This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post-adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel retailers' mobile apps. Through a sample of 1009 consumers who retained a retailer's mobile app for more than 6 months and conducting Structural Equation Modelling, the findings illustrate that utilitarian variables (perceived usefulness, ease of use, and personalization), hedonic variables (perceived enjoyment), and a brand-related variable (consumer loyalty intention toward the retailer's brand), play a significant role in influencing continuous usage of multichannel retailers' mobile apps. In contrast to e-commerce research, the study outlines that escapism plays a negative role in both consumer satisfaction and intention to continue to use a multichannel retailer's mobile app. Previous research points to the fact that consumers' retention of retailers' apps is low. This paper contributes to the emerging literature on consumers' continuous use of retailers' mobile apps through enhancing our understanding of technology and non-technology-related variables.     

Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model

Drawing on the information system success model and perceived value theory, we develop a research model to examine factors that may affect user satisfaction and loyalty of mobile payment platforms. Empirical data was collected from users using Alipay and WeChat Pay in China, and a total of 410 valid responses were gathered for data analysis. The results show that the multi-dimensional formative perceived value including benefits and sacrifice is important determinant of mobile payment user satisfaction and loyalty. The three benefit dimensions of functional value, experiential value and social value are more important value components than the two sacrifice dimensions of risk and cost, and experiential value is the dominant component of mobile payment users' value perception. As for the antecedents of perceived value, system quality and service quality mainly affect perceived benefits, while information quality has a greater impact on risk. The research results provide the contribution of specific value dimensions to users' perceived value and the impact of quality characteristics on specific perceived value for mobile payment platform providers, thus helping them to adopt effective strategies to strengthen market competitiveness and retain existing users.     

Antecedents of mobile app usage among smartphone users

Although mobile apps are already an influential medium in the new media industry as a whole, these apps have received little academic attention within the communication and marketing literature. This study develops and tests a hypothesized model to explain antecedents affecting app usage among smartphone users. The analysis of the structural equation model determined a final model with four significant factors (perceived informative and entertaining usefulness, perceived ease of use, and user review). Cost-effectiveness, a key variable of this study due to the particularity of 99-cent app price, had no influence on app usage. This study not only includes marketing implications but also offers insight into various theoretical applications to the field of mobile communication research by suggesting a conceptual model for the acceptance of mobile apps.     

To praise or not to praise- Role of word of mouth in food delivery apps

This study examined the determinants of word of mouth, using the dual-factor theory in the context of food delivery apps (FDA) during the ongoing Covid-19 pandemic, which has created unique challenges and opportunities for the hospitality industry. We proposed and tested an integrated model by examining both enablers (i.e., trust, perceived benefit, quality control) and inhibitors (i.e., advertisement overload, perceived threat, quality issues) of FDA usage as antecedents of positive word of mouth (PWOM) and negative word of mouth (NWOM). Our results revealed that trust and perceived benefit drive PWOM, while advertisement overload and quality issues lead to NWOM. We also found some counterintuitive and unique results; for instance, perceived benefit leads to NWOM, the perceived threat does not result in NWOM, and quality control does not necessarily result in PWOM. Through these findings, we provide empirical evidence and recommend managerial interventions to help restaurant owners and FDAs navigate crises like the ongoing pandemic.     

The Effects of Search-Related and Purchase-Related Mobile App Additions on Retailers’ Shareholder Wealth: The Roles of Firm Size,Product Category,and Customer Segment

Mobile channel additions have been shown to increase consumer-brand relationships, brand satisfaction towards and overall purchasing from a retailer, but what is less apparent is whether shareholders are fully rewarded for retailers’ mobile channel additions. Results from an event study on 115 announcements relating to mobile app additions of publicly traded U.S. retail firms between 2009 and 2016 indicate that the stock market responds generally positively to mobile app additions, but specifically to the two mobile app addition types. Stock market responses to search-related and purchase-related app additions are moderated by firm size, product category, and target customer age. For announcements of search-related apps, the market responds more positively to product retailers than to service retailers, and to small firms than large ones. For announcements of purchase-related apps, the market responds less positively to firms that target younger customers than firms who do not especially target them.     

Understanding the sequential interdependence of mobile app adoption within and across categories

This research examines the interdependencies in users’ sequential app adoptions within and across diverse app categories. We employ a Zero-inflated Negative Binomial (ZINB) model to analyze a unique, granular, and individual-level mobile app adoption dataset, revealing three main findings. First, users’ app adoption decisions are highly history-dependent and category-specific in a nonlinear fashion. Early adoption can enhance subsequent downloads within the same category for app categories with high needs evolvement and horizontal differentiation (e.g., Game and Education apps). However, it may crowd out subsequent downloads in other categories with low needs evolvement and horizontal differentiation (e.g., Communication and Social media apps). Second, these effects are further moderated by users’ individual characteristics such as app usage tenure and phone price. Third, there exist nontrivial app adoption spillovers across app categories. For example, users’ adoptions of apps with relatively high hedonic values (e.g., Game and Music apps) can suppress their subsequent need for apps with relatively high utilitarian values (e.g., Education and Online banking apps), and vice versa. Together, these results offer novel managerial implications for app developers and platforms to promote apps in different categories based on users’ adoption histories.     

It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty

Artificial intelligence (AI)-powered service chatbot functionality is changing to more effectively connect with customers in the era of digital marketing. As such, an understanding of how to enhance user perceptions and behaviors through interface design has become crucial. Using affordance actualization theory and social identity theory as a theoretical lens, this study explored how chatbot affordances affect consumer brand loyalty. Data were collected from 369 respondents who had at least one conversation with AI chatbots from a predetermined list of banks in Taiwan; the collected data were then analyzed using structural equation modeling. The results revealed that anytime–anyplace connectivity, information association, visibility, and interactivity affordances provided by chatbots positively influenced chatbot exploitation, which in turn affected perceived brand competence and perceived brand warmth. Furthermore, perceived brand competence influenced customer–chatbot identification and customer–brand identification, whereas brand warmth influenced customer–brand identification. Customer–chatbot identification also influenced brand loyalty both indirectly—through customer–brand identification—and directly. These findings are useful for assisting managers in various industries in the application of AI technologies to implement digital transformation strategies and improve customer services.     

旅游者形象感知影响因素及其对忠诚影响

旅游者形象感知是旅游消费行为和营销领域的一个研究重点与热点.文章构建了旅游者形象感知影响因素及其对忠诚影响的整合模型,通过对乡村旅游者调查获取丰富基础数据,验证它们之间的相互关系.研究发现,服务公平是旅游者形象感知的最重要影响因素,感知价值是旅游者形象感知的较重要影响因素,服务质量是旅游者形象感知的重要影响因素,而旅游者参与对旅游者形象感知没有显著影响;旅游者形象感知是旅游者忠诚的重要前置变量,对重游倾向、口碑宣传具有显著正向影响,对寻找替代旅游地具有显著负向影响.文章最后提出相应管理启示,指出了研究局限及未来研究方向.     

Role of customer orientation in an integrative model of brand loyalty in services

This study attempts to model the development of brand loyalty by examining the simultaneous effects of customer orientation, perceived quality, brand associations, and satisfaction on brand loyalty. Data are used from retail banking and discount store retailing services to examine the direct and indirect effects of customer perceptions of customer orientation and quality on brand loyalty. It was found that customer orientation has a direct effect on brand loyalty and indirect effects through customer satisfaction, perceived quality, and brand associations as mediators. Further, perceived quality has a direct effect on brand loyalty as well as an indirect effect with satisfaction as a mediator. The results suggest that effective management of brand loyalty would require tracking of customer perceptions of a firm's customer orientation, quality and brand, in addition to measuring customer satisfaction.     

‘Regrettable-escapism’ the negative effects of mobile app use: A retail perspective

Despite the enhanced shopping opportunities that mobile devices offer to consumers, there is a fine line between consumers enjoying the mobile shopping process and them regretting the time spent involved in it. Through the lens of Uses and Gratifications Theory (U>) and drawing on Flow Theory, this study aims to understand the effects of consumers' interactions with mobile shopping apps on their intention to reuse the app in the future, loyalty towards the brand and brand reputation. Study 1, through a questionnaire (n = 1024), provides insight into the positive and negative relationships between Utilitarian and Hedonic gratifications on intentions to reuse a retailer's mobile app, loyalty towards the b,rand and the brand's reputation. Through undertaking 24 in-depth interviews, Study 2 provides deeper insight into these relationships to uncover the complex nature of the negative effects of escapism. Findings demonstrate that the addictive nature of retailers' shopping apps lead to regrettable escapism. The flow state of mind experienced during escapism, becoming engrossed and notions of time-distortion, leave consumers with feelings of guilt and frustration due to the perceived wasted time spent on the retailer's app. Accordingly, this study advances theoretical understanding of escapism and its negative effects with ubiquitous, portable smartphones. The research provides implications for retailers and policy makers, while offering avenues for future research.     

The Effectiveness of Branded Mobile Phone Apps

Mobile phone applications (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a user's attitude toward the sponsoring brand. This study utilized a pre-test/post-test experimental design to determine whether using popular mobile phone apps affects brand attitude and brand purchase intention. The results show that using these apps has a positive persuasive impact, increasing interest in the brand and also the brand's product category. The relevance of the product category makes no difference, but apps with an informational/user-centered style were more effective at shifting purchase intention, most likely because this style focuses attention on the user, and therefore encourages making personal connections with the brand. Experiential game-like apps were less successful, because they focus attention on the phone. These results suggest that understanding how to maximize the impact of mobile phone apps will be a key topic for future research.     

Building user engagement to mhealth apps from a learning perspective: Relationships among functional,emotional and social drivers of user value

Smartphone applications for health-oriented purposes, or mHealth apps (MHAs), represent a growing opportunity to improve efficiency and sustainability in both national health systems and individual citizens' self-management of their health condition. However, little is known about how to build user engagement with MHAs to avoid user dropout and encourage their long-term loyalty and advocacy of MHAs to other users. This paper analyzes how to build user engagement from a learning perspective, strengthening the effort to learn about personal healthcare. Specifically, we investigate how the determinants of MHAs' functional value (technology effort, technology performance, and brand trust) drive the user's hedonic (enjoyment) and social (networking, social image) value. Data is obtained from a sample of 400 current users of MHAs. Our findings show that technology performance mainly enhances the user's networking experience, while technology effort contributes mostly to enjoyment and brand trust is critical to the user's social image. The user's hedonic and social experience benefit user engagement, which ultimately fosters user loyalty and advocacy, thus bolstering the relevance of developing user-centric MHAs. Robustness analysis does not reveal gender, age, income level, or type of MHA impact, although user education moderates the strength of some of these relationships.