Mobile Applications (Apps) have been increasingly popular in the recent years and are changing people's daily lives in leisure and businesses. The Booming industry of Apps has made great profits but the awareness to prevent customers or users from feeling dissatisfied are an important issue. Previous research shows that dissatisfaction may inflict switching behavior, decreasing loyalty, and negative word-of-mouth among customers which may be the potential cause of business losses. Much research has been conducted in the mobile customer behavior discipline in both qualitative and quantitative yet little research has been done in discussing the effects of dissatisfaction among mobile products especially qualitative researches. The purpose of this research is to form a structural model and provide an explanation of factors influencing customer dissatisfaction involved in mobile applications. The study sample consists of 200 respondents with using online questionnaires to collect data. Data were analyzed by employing structural equation modeling (SEM) in order to test the proposed hypotheses. Test results can assist application providers and developers to have awareness in maintaining customer relationships with implications further discussed in this research.
Key words: Mobile Application, Apps, Customer Dissatisfaction, Structural Equation Modeling
Kai-Ting Lin, National Chung Hsing University, Taiwan
Chien-Ta Ho, National Chung Hsing University, Taiwan
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