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  1. Introduction

1.1 Research background

After the emergence of the internet, the mobile applications have emerged as powerful carriage network which allows retailers and wholesalers to target their potential audience with products and services offered by them. The advancement in the mobile industry due to the latest technology and research along with the incorporation of service into applications has allowed consumers to develop the product awareness and adaptation process much faster as it allows them to interact directly with the seller and access any service or product at any time through their mobile phones.   According to some studies, the usage rate of mobile phone consumers is expected to grow to 5.5 billion until 2022. As evidence shows the willingness and acceptance of M-commerce have drastically increased and will continue to increase shortly. As the user rate of mobile phones is drastically increasing along with their willingness to utilize E-commerce, it has created an opportunity for marketers to utilize mobile application service channels to cater to their target audience effectively and with efficiency.

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As now most of the retailers are following the trend of incorporating E-commerce into their operations, most of them have also adopted the “Omnichannel” retail strategy to enhance their capability to serve their consumers well. The word Omni is a Latin word that means “every”. The channel helps retailers to operate different service channel such as website, in-store and other through a mobile phone application. Mobile applications (also known as a mobile app) are interlinked with the combination of software or a single software that is downloaded into a smartphone’s operating system from different stores such as Google play store or App store.

According to the perspective of marketing, mobile applications could be defined as software which is designed to get downloaded into a smartphone and it is capable to display brand identity usually through the name of the application or the logo of the application throughout the customer experience while using the app. As for now, the retailers have shifted towards M-commerce drastically with the help of Omnichannel strategy.  Mobile applications are considered an essential element of M-commerce, yet this topic has been under shades from researchers which have led to little understanding about the influence of mobile applications on consumer’s experience.

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The main goal of this research is to apply a theoretical understanding of mobile application by examining the variables which could have an influence on consumer’s experience at the time of using the M-commerce mobile applications. Mobile applications work as a bridge to reduce the gap between retailers and their target audience effectively, henceforth, the understanding of various variables that could influence the consumer’s experience and behavior hold significant importance for marketers.

An Australian based fast-food chain named “Roll’d Vietnamese” was founded in 2012 in Melbourne. As the chain was lucky enough to gain success in a smart period, it started their operation of more than 70 stores in different cities of Australia. They have positioned themselves as fast and healthy food providers at affordable prices. Their target audience is health-conscious and people who have less time to spend on their meals. These include students, officers and office workers who have short breaks for their lunch meal and prefer to gain healthy food in a short period.

Roll’d is currently launching a new mobile app and it is not performing well. This research is to test customer experience on the new mobile app to improve the performance of the app.

1.2 Research objectives

The main aim of this research is to recognize the usefulness of the mobile applications performance on the basis of consumers experience test. The main objectives of study are specified into 3 categories as mentioned below:

  • Recognize the factors which have influence on the experience of consumers on mobile application
  • Determine the attitude of consumers towards the new Roll’s application
  • Prepare recommendations on how rolls could improve their consumers experience at the time of purchase.  

1.4 Outline of the research

The research is designed based on four sections. The first section contains a literature review that discusses the main theories which are used to conduct the empirical analysis. The second section contains the research methodology, the third section contains data analysis and findings, and the fourth section contains discussion on the empirical findings.

  1. Literature review

2.1. Customer Experience

According to the theoretical concept related to the experience of consumers, it is mainly depended upon the combination of touch points and all other cues that a consumer has with the organization. This helps the organization to create a complete experience of the consumer. As defined by Meyer and Schwager (2007, p.18) the consumer experience is an internal and personal response that is generated by the consumer with the help of direct or indirect interaction with the organization.  Though, recent researches suggest that the experience of consumers is the process that evolves through a cycle that is based upon consumers’ sensorial, affection, behavioural and relational response, cognitive of consumers toward a brand that goes through touch points, pre-purchase experience, purchase, and post-purchase experience and satisfaction level.

The factors which differentiate consumer’s experience and service quality are highly essential for recognizing the consumer’s experience as it shapes consumers emotion towards the service or product. The emotions of consumers are aggressively evoked. However, it is difficult to explain due to which lots of researches have been done by applying psychological theories that adopt the model of PAD, various emotional theories, and PANAS theory. These have proven to help understand effectively the emotions of consumers as well as to measure their intensity.  Lots of researches have concentrated on the measurements of cognitive aspects of consumer’s experience. The results of those researchers show that the satisfaction level has an immense impact on the experience of consumers. However, it is essential to include other factors such as consumer’s emotions to understand the consumer experience more effectively.

The factors which are interlinked with consumer’s emotion are satisfaction level of consumer, repurchase intention, brand equity, trust, and loyalty and revisit intention.  Irrespective of the channel used by the organization such as an online website, physical store or any mobile application, the consumer always develops their emotions which create a consumer experience. The experience could be positive as well as negative according to their satisfaction level and other factors.

As the world is connected through the internet, the marketers have utilized this opportunity and used it well to target their potential audience. However, there are various internal as well as external variables that could influence the experience of consumers.  To understand the theoretical concept clearly, the following section will contain a brief overview of the variables which could influence the experience of consumers.

 

2.2. Variables influencing the customer experience

2.3. Utilitarian factors of technology

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