HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?

Hüseyin Ekizler

doi:10.14780/muiibd.582314

HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?

Abstract

Nowadays, with the development of technology people’s lives have adapted to new situation and individuals have started to carry all the communication, socialization, banking, navigating and many other things they need through applications on their smart phones. The main purpose of this study is to examine the features of the mobile phone applications and the effects of these features on the brand value through users’ satisfaction. In this study, the utilitarian benefits, consist of application quality and application utility, hedonic benefits, consist of enjoyment and aesthetics, privacy risk, technicality, and perceived price were determined as the factors assume to have an impact on satisfaction directly, and brand equity correspondingly. All of the concepts used in this study were firstly analyzed with Exploratory Factor Analysis (EFA) and their reliability were measured. Afterwards, the model fit was tested with Confirmatory Factor Analysis (CFA) and path analysis. Out of 731 respondents, that were usable, 368 were selected for EFA and the remaining 363 were selected for CFA and path analysis, where dataset division was randomly performed with Bernoulli distribution. As a result, there were significant relationships between all concepts except the aesthetic dimension and privacy risk of the application.

Keywords

Mobile Applications,Customer Satisfaction,Brand Equity,Structural Equation Modeling

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Hüseyin Ekizler ^*
0000-0001-5903-713X

Publication Date

July 12, 2019

Submission Date

February 1, 2019

Acceptance Date

-

Published in Issue

Year 2019 Volume: 41 Number: 1

DOI

https://doi.org/10.14780/muiibd.582314

IZ

https://izlik.org/JA93SN33EJ

Cite

RIS / Bibtex

APA

Ekizler, H. (2019). HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION? Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 41(1), 126-144. https://doi.org/10.14780/muiibd.582314

AMA

1.Ekizler H. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION? Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41(1):126-144. doi:10.14780/muiibd.582314

Chicago

Ekizler, Hüseyin. 2019. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 41 (1): 126-44. https://doi.org/10.14780/muiibd.582314.

EndNote

Ekizler H (July 1, 2019) HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION? Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41 1 126–144.

IEEE

[1]H. Ekizler, “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 41, no. 1, pp. 126–144, July 2019, doi: 10.14780/muiibd.582314.

ISNAD

Ekizler, Hüseyin. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41/1 (July 1, 2019): 126-144. https://doi.org/10.14780/muiibd.582314.

JAMA

1.Ekizler H. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION? Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41:126–144.

MLA

Ekizler, Hüseyin. “HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, vol. 41, no. 1, July 2019, pp. 126-44, doi:10.14780/muiibd.582314.

Vancouver

1.Hüseyin Ekizler. HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION? Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019 Jul. 1;41(1):126-44. doi:10.14780/muiibd.582314

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