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

Authors

DOI:

https://doi.org/10.3991/ijim.v14i19.17027

Keywords:

Mobile App, Net Promoter Score, Smartphone App, Likelihood To Recommend

Abstract


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.

Author Biographies

Atilla Wohllebe, Szent István University - Kaposvár Campus Doctoral School in Management and Organizational Sciences

Atilla Wohllebe is a PhD student at the Doctoral School in Management and Organizational Sciences, Szent István University - Kaposvár Campus, Hungary. Living and working in Hamburg, Germany, he is engaged in research and professional work on consumer interactions with smartphone apps. Atilla Wohllebe holds a B.A. in Business Administration and an M.Sc. in E-Commerce.

Florian Ross, Szent István University - Kaposvár Campus Doctoral School in Management and Organizational Sciences

Florian Ross is currently working on his PhD at the Doctoral School in Management and Organizational Sciences, Szent István University - Kaposvár Campus, Hungary. His research focuses on hearing aids, teleaudiology and retail. Ross currently lives in Regensburg, Germany, where he runs several hearing aid shops.

Szilárd Podruzsik, Corvinus University of Budapest

Szilárd is an associate professor at Corvinus University of Budapest. He works at the Institute for the Development of Enterprises. He also works as a supervisor at Kaposvár University and Szent István University. He holds a PhD from the Budapest University of Economics. His research focus is on small and medium-sized enterprises, food production, consumption and their determinants. He has already published over eighty papers as an author or co-author and participated in several research projects as a leader or participant.

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Published

2020-11-24

How to Cite

Wohllebe, A., Ross, F., & Podruzsik, S. (2020). Influence of the Net Promoter Score of Retailers on the Willingness of Consumers to Install Their Mobile App. International Journal of Interactive Mobile Technologies (iJIM), 14(19), pp. 124–139. https://doi.org/10.3991/ijim.v14i19.17027

Issue

Vol. 14 No. 19 (2020)

Section

Papers