n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Generation Y’s brand satisfaction, continuance intention and loyalty to branded mobile apps

Volume 28 Number 3
  • ISSN : 1019-567X


Many firms provide branded mobile applications (apps) as a communication channel to attract new customers and, potentially, to increase brand loyalty among current ones. Although previous research has focused on identifying the drivers of adoption or intention to adopt innovations, few studies have examined the drivers of post-adoption outcomes, especially among a typically disloyal consumer segment such as Generation Y. This study used the expectation confirmation and consumption value theories to examine the drivers of post-adoption satisfaction, continuance intention and loyalty to business sector branded apps among Generation Y South Africans. Data were collected from 406 respondents from a culturally and socio-economically diverse university in Johannesburg. Structural equation modelling results revealed that brand loyalty was built by the confirmation of expectations that have an impact on satisfaction and on functional and social values. While both functional and social values positively influenced satisfaction, only functional value positively drove continuance intention, while social value had a negative impact on continuance intention. Satisfaction was a significant driver of continuance intention and loyalty.

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