Modelling Loyalty Intention For Mobile-Apps: Impact of Social Diffusion and Ease-Of-Use

Swagato Chatterjee, Indian Institute of Management Bangalore, India
Arpita Ghatak, Indian Institute of Social Welfare and Business Management Kolkata, India
With very high churning rate, customer loyalty is one of the major concerns for fast moving technology products like mobile-apps. The current study develops and validates an integrated structural model of loyalty intentions of mobile-apps from the theories of TAM, planned behaviour, social diffusion and satisfaction-loyalty links.
[ to cite ]:
Swagato Chatterjee and Arpita Ghatak (2014) ,"Modelling Loyalty Intention For Mobile-Apps: Impact of Social Diffusion and Ease-Of-Use ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 776-776.