Open AccessThe Sephora Mobile-App and Its Relationship to Customer Loyalty
Author(s) -
Yini Liu,
Paul D. Berger
Publication year - 2018
Publication title -
business and management horizons
Language(s) - English
Resource type - Journals
ISSN - 2326-0297
DOI - 10.5296/bmh.v6i1.13005
Subject(s) - loyalty business model , mobile apps , loyalty , business , customer satisfaction , marketing , advertising , psychology , computer science , world wide web , service quality , service (business)
In this paper, we study Sephora’s mobile app and its use, opinions about its efficacy, and its relationship to customer loyalty. We consider three traditional measures of customer loyalty—satisfaction with the app, likelihood to use the app for purchases in the future, and likelihood to recommend the app to others. Various relationships were found between different perceived benefits of the app and the measures of customer loyalty.