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Wirkung von mobilen Apps im Lebensmitteleinzelhandel auf die Kundenloyalität

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Zusammenfassung

Der Lebensmittelhandel ist aufgrund des steigenden Wettbewerbsdrucks bestrebt, eine stabile Verbindung zum Kunden aufzubauen und damit die Kundenloyalität zu stärken. Infolgedessen bieten Einzelhändler als innovatives Marketinginstrument zunehmend unternehmenseigene Apps an. Allerdings ist es offen, welche Wirkungen diese auf die Kundenloyalität haben. Zielsetzung dieses Artikels ist es demnach, zu analysieren, welchen Mehrwert eine mobile Händler-App bietet und wie sich dieser Mehrwert auf die Kundenloyalität auswirkt. Die Ergebnisse der empirischen Studie zeigen, dass eine mobile App sowohl kurzfristig als auch langfristig die Kundenloyalität positiv beeinflussen kann. Vor allem die Betrachtung der langfristigen Loyalität bietet wichtige Implikationen für Einzelhändler sowie Empfehlungen für die zukünftige Gestaltung von Apps. Hierbei fällt dem wahrgenommenen Wert der App eine wichtige Rolle zu, denn dieser stärkt insbesondere die kognitive und die konative Kundenloyalität. Zusammenfassend zeigt sich, dass eine mobile App eine wichtige Rolle in der Digitalisierung des Lebensmittelhandels einnimmt und nachhaltig die Loyalität gegenüber dem Händler stärkt.

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Authors and Affiliations

  1. Professur für Marketing und Handelsmanagement, Georg-August-Universität Göttingen, Göttingen, Deutschland

    Ines Beeck & Waldemar Toporowski

  2. Georg-August-Universität Göttingen, Göttingen, Deutschland

    Heike Kriegesmann

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  1. Ines Beeck
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  2. Heike Kriegesmann
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  3. Waldemar Toporowski
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Correspondence to Waldemar Toporowski .

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  1. Technische Universität Kaiserslautern, Kaiserslautern, Germany

    Stefan Roth

  2. Norwegian School of Sport Sciences, Oslo, Norway

    Chris Horbel

  3. Universität des Saarlandes, Saarbrücken, Germany

    Bastian Popp

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Beeck, I., Kriegesmann, H., Toporowski, W. (2020). Wirkung von mobilen Apps im Lebensmitteleinzelhandel auf die Kundenloyalität. In: Roth, S., Horbel, C., Popp, B. (eds) Perspektiven des Dienstleistungsmanagements . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28672-9_32

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  • DOI: https://doi.org/10.1007/978-3-658-28672-9_32

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