Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps

Smart retailing has recently emerged as a new form of retail brand management enabled by novel technologies such as mobile augmented reality applications, to create better experience and value for customers. Augmented reality has also received significant attention as a growing field in marketing theory and practice. However, there is a limited understanding on how and why customer interactions with an augmented reality app can result in positive customer benefit perception, engagement and behavioural consequences. This study examines the chain of effects from AR attributes on the building blocks of continuous intention to use a shopping AR app and to pay a price premium, by incorporating the roles of a customer’s benefits perception, psychological inspiration and engagement via a(n) (A)Symmetric Approach. The results support all direct hypothesised relationships among the variables, except the relationship between interactivity and utilitarian benefits, which was found to be insignificant. The study further demonstrates the moderating role of AR customisation in the proposed model, and reveals that the impact of utilitarian and hedonic benefits on shopping AR application engagement is nonlinear. Non-linearity also transpires in the impact of psychological inspiration on willingness to pay price premium. Interestingly, the findings indicate that augmented reality customisation to some extent enhances the relationships in the hypothesised model

In-Game Advertising and Gamers’ Behavior in App Environment:An Abstract

The Global Games Market Report released by Newzoo has shown that almost 2.2 billion gamers across the world are estimated to have generated sales volume of US $108.9 billion in 2017. Mobile gaming is performing as the most lucrative segment with the highest potential growth. More than half of the US population play games on their smartphones and tablets and the percentage of population who play games on smart devices is expected to hit 63.7$195.55 billion which accounts for 70.1% of digital ads. Even though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers in respect to in-game ads in gaming apps. This study addresses this gap in the literature by examining factors associated with “Experiential Value of Gamers through Ads in Gaming Apps (EVGAGA)” as well as investigating its antecedents (in terms of cognitive and affective involvement) and consequences (positive word of mouth and continuance intention to play gaming apps). A total of 600 valid responses from gamers were used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity. This study found that EVGAGA is a second-order factor of four constructs: escapism, enjoyment, social affiliation, and entertainment. The structural paths between cognitive/affective involvement and dimensions of EVGAGA are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and continuance intention to play gaming apps. Furthermore, the results of multi-group analysis indicate that the relationship between Enjoyment → Continuance intention to play gaming apps is stronger for those having high level of attachment to games. The findings have important implications for companies that could help develop brand and communication strategies. For instance, by understanding factors associated with experiential value of gamers, companies could leverage specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time

The Role of Speed on Customer Satisfaction and Switching Intention:A Study of the UK Mobile Telecom Market

This study examines Internet speed as a factor that influences customers’ switching intention in the UK mobile telecom market. A theoretical framework, developed from the academic literature, is tested via an extensive survey. The findings suggest that speed, along with other network service quality variables such as call quality and customer service, has a direct influence, and brand image an indirect influence on perceived value which in turn influences customer satisfaction and discourages switching intention

Analysing customer satisfaction of civil aviation companies of Turkey with text mining

This study is aimed to determine the issues that affect customer satisfaction in mobile applications to airline companies. In this context, five of the largest airlines operating in Turkey (Turkish Airlines, Pegasus, Atlasjet, AnadoluJet, SunExpress) were included in the study. Customer reviews in the Apple Store application of these companies were provided. On the other hand, these comments were analysed by data mining method using KNIME program. Thus, the single word, binary word and triple word groups were determined the most in these comments. These words were then categorized according to their respective fields. As a result, it has been determined that customers pay attention to the functionality in mobile applications. In addition, technical competence ranks second among customer expectations. In this context, airlines need to offer different services in the online application in order to increase customer satisfaction. For this purpose, it is important that customers can access different issues such as purchasing tickets, choosing seats, different payment methods and obtaining tickets through mobile applications. This will both increase the satisfaction of the customers and increase the performance of the companies