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Understanding the Customer Journey Through Retail Mobile Applications

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • 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)

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.

Suggested Citation

  • Claudia Aguirre & Juana María Padilla-Piernas & Pilar Barra Hernández, 2025. "Understanding the Customer Journey Through Retail Mobile Applications," Springer Proceedings in Business and Economics, in: Raj Sethuraman & Juan Carlos Gázquez-Abad & José Luis Ruiz-Real (ed.), Advances in National Brand and Private Label Marketing, pages 37-44, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-97133-4_5
    DOI: 10.1007/978-3-031-97133-4_5
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