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

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

Research output: Contribution to journalArticlepeer-review

79 Citations (Scopus)

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.

Original languageEnglish
Article number101948
JournalJournal of Retailing and Consumer Services
Volume54
Early online date17 Sept 2019
DOIs
Publication statusPublished - May 2020

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