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      Understanding the role of mobile applications in brand loyalty in the coffee chains industry

      1 , 2
      Social Behavior and Personality: an international journal
      Scientific Journal Publishers Ltd

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          Abstract

          With the spread of COVID-19, the development and distribution of mobile apps is a significant issue for sustainable growth in service industries. This study identified the relationship between customer loyalty to mobile apps and brand loyalty, and investigated the role of perceived benefits provided by mobile apps in enhancing brand loyalty. We integrated a set of perceived benefits into the expectation–confirmation model and collected data through a survey of 365 consumers in South Korea who used mobile apps of coffee chains. Results reveal that brand loyalty was affected by consumer satisfaction with and loyalty to mobile apps. Entertainment and recognition both played a significant role in increasing loyalty to mobile apps, but the effects of monetary saving and exploration were nonsignificant. The study findings confirm the positive impact of social benefits on consumer satisfaction with and loyalty to mobile apps.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          October 05 2022
          October 05 2022
          : 50
          : 10
          : 1-11
          Affiliations
          [1 ]Business School, Yeungnam University, Republic of Korea
          [2 ]School of Communications and Media, Seoul Women's University, Republic of Korea
          Article
          10.2224/sbp.11866
          8e835568-3c84-4195-8dba-c0467acd1be6
          © 2022
          History

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