Enhancing customers’ continued mobile app use in the service industry

Abstract

Purpose

This study aims to empirically investigate ways to enhance customers’ continued mobile app use intention on the basis of information adoption model.

Design/methodology/approach

This study conducted an online, cross-sectional, self-administered survey, recruiting mobile app users in the USA.

Findings

Results identified both argument quality and source credibility positively influenced usefulness of branded apps and parasocial interactions. Results also confirmed a positive influence on usefulness of the branded app and parasocial interaction relating to continued branded app use intentions.

Originality/value

This study enriched the understanding of mobile app use behaviors, extending information adoption model in the service industry.

Citation

Lee, S.(A). (2018), "Enhancing customers’ continued mobile app use in the service industry", Journal of Services Marketing, Vol. 32 No. 6, pp. 680-691. https://doi.org/10.1108/JSM-01-2017-0015