Investigate the factors that influence the users' engagement, satisfaction, and loyalty towards smartphone apps notifications in Jordan from students' perspective
by Jehad Mohammed Imlawi; Mohammed-Issa Riad Mousa Jaradat
International Journal of Mobile Learning and Organisation (IJMLO), Vol. 16, No. 2, 2022

Abstract: The current study extends the customer value, satisfaction, and loyalty framework (VSL) to investigate factors that influence the students' engagement, satisfaction, and loyalty towards smartphone apps notifications in Jordan. Furthermore, this study focused on identifying the moderating effects of gender, experience, apps popularity, and income. To test the research model, we collected data from 272 students via paper-based survey method. 250 respondents have returned the survey, leading to a 91.9% valid return rate. The findings showed that the students' perceived usefulness, perceived value, and the results' demonstrability out of apps notifications, have a positive effect on students' loyalty, engagement, and satisfaction. Except that, perception of the notification usefulness does not influence students' satisfaction. Students' engagement in mobile apps, their satisfaction, and their perceptions of the app value, positively affect their loyalty to the notifying app. The results also showed that gender, experience, app popularity and income, have moderated some of the relationships in the research model. Contributions to both theory and practice are also addressed by the authors.

Online publication date: Thu, 07-Apr-2022

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