Post-Purchase Apps Usage Attitudes

Abstract

The importance of relationship between customer and retailer has become prevalent in the ever-increasing competitive online market. The customers buying process often begin with the downloading of the required Apps in relation to the products they intended to purchase. Hence, customer satisfaction depends on customers' post-purchase evaluation on their experience with the use of the Apps. The aim of this chapter is to conceptualize the apps usage for online shopping, by examining the role of trust and satisfaction gained from the market interaction between the customers and retailers. Customers rely heavily on the information as well as the experiences encountered from the use of the apps. The retailers need to gain insights from the customer's perspective on the apps usage in order to improve customer relationship. This has impact on retailers' marketing efforts for winning the customers' loyalty.