{"title":"The Nexus Among Mobile-App Quality (M-app-QUAL), Brand Relationship, Brand Advocacy, and Brand Equity in the Retail Industry","authors":"Fairuz Chowdhury, Srinivasan Swaminathan","doi":"10.1080/15332969.2023.2252661","DOIUrl":null,"url":null,"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.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"44 1","pages":"277 - 308"},"PeriodicalIF":0.0000,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2023.2252661","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
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.
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