Increasing Satisfaction With and Stickiness of Branded Mobile Apps in Online and Hybrid Brick-and-Click Retail Channels: A Perceived Value Perspective

Abstract

Branded mobile apps are software applications developed by companies that carry the names and logos of the organizations and have functions designed to interact with customers using smartphones or digital devices. We find that consumer satisfaction and continued use of these branded apps are positively related to the fulfillment of utilitarian and hedonic benefits in online channels. For hybrid channels, utilitarian rather than hedonic benefits are key. Regardless of channel type, satisfaction is a key determinant of stickiness. Implications for management are discussed.