Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App

Dublin Core

Title

Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App

Subject

Mobile App
Net Promoter Score
Smartphone App
Likelihood To Recommend

Description

Mobile apps have become massively more important in the retail sector in recent years. A central challenge for retailers is the acquisition of new users for their mobile apps. A potentially interesting target group for this can be a company's existing, satisfied customer base, whereby customer satisfaction is often measured by the willingness to recommend the app or the Net Promoter Score. This paper investigates the influence of the willingness to recommend a retailer by consumers on their willingness to install a mobile app from this retailer. The influence of usage habits is also examined. The analysis of a survey of 105 consumers on a total of five retailers can confirm the hypotheses regarding the willingness to recommend a retailer and the Net Promoter Score (NPS) in particular: With the willingness to recommend, the willingness to install a retailer's app also increases.

Creator

Wohllebe, Atilla
Ross, Florian
Podruzsik, Szilárd

Source

International Journal of Interactive Mobile Technologies (iJIM); Vol. 14 No. 19 (2020); pp. 124-139
1865-7923

Publisher

International Association of Online Engineering (IAOE), Vienna, Austria

Date

2020-11-24

Rights

Copyright (c) 2020 Atilla Wohllebe

Relation

Format

application/pdf

Language

eng

Type

info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

Identifier

Citation

Atilla Wohllebe, Florian Ross and Szil Podruzsikárd, Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App, International Association of Online Engineering (IAOE), Vienna, Austria, 2020, accessed November 22, 2024, https://igi.indrastra.com/items/show/1829

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