The Nexus Among Mobile-App Quality (M-app-QUAL), Brand Relationship, Brand Advocacy, and Brand Equity in the Retail Industry

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2023-09-04 DOI:10.1080/15332969.2023.2252661

Fairuz Chowdhury, Srinivasan Swaminathan

引用次数: 0

Abstract

Abstract Consumers increasingly use mobile applications for purchasing decisions; uncovering the dimensions of service quality relevant to these apps is essential. Existing research has extensively studied online service quality in e-commerce settings, and some studies focused on mobile shopping. However, these scales do not capture all aspects relevant to mobile apps. By administering surveys, we propose and validate the dimensions of the M-app-QUAL scale using a nomological network linking the service quality dimensions to consumer outcomes. Our results demonstrate that proposed constructs have varying impacts on relational constructs- brand identification and brand attachment, which in turn, influence brand advocacy and brand equity. Moreover, theoretical and managerial contributions are detailed.

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移动应用质量(M-app-QUAL)、品牌关系、品牌倡导和零售行业品牌资产之间的关系

消费者越来越多地使用移动应用程序进行购买决策;揭示与这些应用程序相关的服务质量维度至关重要。现有的研究广泛地研究了电子商务环境下的在线服务质量，一些研究集中在移动购物上。然而，这些尺度并不能涵盖与移动应用相关的所有方面。通过管理调查，我们使用将服务质量维度与消费者结果联系起来的逻辑网络，提出并验证M-app-QUAL量表的维度。我们的研究结果表明，所提出的构念对关系构念——品牌认同和品牌依恋有不同的影响，而关系构念反过来又影响品牌倡导和品牌资产。此外，还详细介绍了理论和管理贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.