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The Impact of an Improved Smartphone App’s User Experience on the Mobile Customer Journey on the Romanian Market

Author

Listed:
  • Theodor PURCAREA

    (Romanian-American University, Bucharest)

  • Irina PURCAREA

    (ESC Rennes School of Business, Rennes)

  • Anca PURCAREA

    (Academy of Economic Studies, Bucharest)

Abstract

Companies are challenged to deliver authentic experiences which connect to customers in real time, to be proactive toward the rising expectations of customers exposed to more diverse content and who are spending more time on their mobile devices allowing all times access to companies trying to integrating communications and interactive experiences across all channels. As customers’ behaviour is decisively affected by the mobile accessibility, companies are using mobile to drive customers’ retention and engagement, managing customers’ journeys, including in-app journeys allowing an easier move through app experience, customizing the sent messages, such as the website of the Mobile World Congress 2018 inviting to download the Sustainable Development Goals in Action app. Our research objective focuses on providing insights on how individuals perceive their mobile customer experience journey along with the dependency of apps in everyday life of Smartphone Users, considering companies’ focusing on serving customers needs in micro-moments by adequately using the IDEA cycle, and adequately using the mobile messaging tactics such as app inbox messages, in-app messages and push notifications to fulfill customer expectations in these micro-moments. The intended contribution of our research to demonstrate how effective is the mobile customer journey impacted by an improved smartphone app’s user experience, taking into account that apps are the most effective way to reach mobile customers, and the most important benefit for investing in mobile customer experience is customer retention, which was considered by us as the central metric for determining mobile app success, a success which confirms the connection between improving app’s user experience and making a business impact. Our study also seeks to demonstrate how strong the evidence is in what concerns the link between those who tend to disengage with an app over time and the app functionality, user experience (UX) and user interface (UI).

Suggested Citation

  • Theodor PURCAREA & Irina PURCAREA & Anca PURCAREA, 2018. "The Impact of an Improved Smartphone App’s User Experience on the Mobile Customer Journey on the Romanian Market," PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, Bucharest University of Economic Studies, Romania, vol. 1(1), pages 579-588, April.
    • Handle: RePEc:rom:conase:v:1:y:2018:i:1:p:579-588
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    Cited by:

    1. Theodor Purcarea & Valeriu Ioan-Franc & Stefan-Alexandru Ionescu & Ioan Matei Purcarea, 2021. "The Profound Nature of Linkage Between the Impact of the Use of Artificial Intelligence in Retail on Buying and Consumer Behavior and Consumers’ Perceptions of Artificial Intelligence on the Path to t," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-9, February.

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