The Nexus Among Mobile-App Quality (M-app-QUAL), Brand Relationship, Brand Advocacy, and Brand Equity in the Retail Industry

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.