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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 776-776.


Swagato Chatterjee, Indian Institute of Management Bangalore, India
Arpita Ghatak, Indian Institute of Social Welfare and Business Management Kolkata, India


NA - Advances in Consumer Research Volume 42 | 2014

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