Understanding the role of mobile applications in brand loyalty in the coffee chains industry

• Published in: Social behavior and personality Vol. 50; no. 10; pp. 1 - 11
• Main Authors: Kim, Byoungsoo, Kim, Daekil
• Format: Journal Article
• Language: English
• Published: Palmerston North Scientific Journal Publishers 01-10-2022; Scientific Journal Publishers, Ltd; Scientific Journal Publishers Ltd
• Subjects: Analysis; Benefits; Brand Loyalty; Brands; Client satisfaction; Coffee; Coffee Chains; Coffee industry; Consumer; Consumer behavior; Consumers; Coronaviruses; COVID-19; Customer; Customer loyalty; Customer relations; Customer satisfaction; Customer services; Entertainment; Influence; Loyalty; Loyalty Program; Loyalty programs; Market strategy; Marketing; Medical research; Mobile Applications; Mobile communications networks; Perceived Benefits; Perceptions; Satisfaction; Service industries; Social research; Sustainable development; South Korea
• ISSN: 0301-2212; 1179-6391
• DOI: 10.2224/sbp.11866

With the spread of COVID-19, the development and distribution of mobile apps is a significant issue for sustainable growth in service industries. This study identified the relationship between customer loyalty to mobile apps and brand loyalty, and investigated the role of perceived
benefits provided by mobile apps in enhancing brand loyalty. We integrated a set of perceived benefits into the expectation-confirmation model and collected data through a survey of 365 consumers in South Korea who used mobile apps of coffee chains. Results reveal that brand loyalty
was affected by consumer satisfaction with and loyalty to mobile apps. Entertainment and recognition both played a significant role in increasing loyalty to mobile apps, but the effects of monetary saving and exploration were nonsignificant. The study findings confirm the positive impact of
social benefits on consumer satisfaction with and loyalty to mobile apps.