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Antecedents and Effects of App-user Satisfaction: Empirical Evidence from Greece

Author

Listed:
  • Niros, Meletios
  • Samanta, Irene
  • Pollalis, Yannis
  • Niros, Angelica

Abstract

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.

Suggested Citation

  • Niros, Meletios & Samanta, Irene & Pollalis, Yannis & Niros, Angelica, 2019. "Antecedents and Effects of App-user Satisfaction: Empirical Evidence from Greece," MPRA Paper 92772, University Library of Munich, Germany, revised 15 Feb 2019.
    • Handle: RePEc:pra:mprapa:92772
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    References listed on IDEAS

    as
    1. Grigoroudis, Evangelos & Litos, Charalambos & Moustakis, Vassilis A. & Politis, Yannis & Tsironis, Loukas, 2008. "The assessment of user-perceived web quality: Application of a satisfaction benchmarking approach," European Journal of Operational Research, Elsevier, vol. 187(3), pages 1346-1357, June.
    2. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
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    More about this item

    Keywords

    App Satisfaction; Digital Marketing; Consumer Behaviour; Electronic Commerce;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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