Consumer sentiment in user feedback on retail mobile apps.
DOI:
https://doi.org/10.15170/MM.2025.59.02.04Keywords:
customer experience, mobile application, emotions, content analysisAbstract
The current situation for retail chains exposed to technological advances and increasingly complex customer decisions (KEMÉNY et al., 2021) is challenging. However, digitalisation presents opportunities for these chains to engage with customers (NAGY et al., 2022). Our preliminary assumption was that retailers, aiming to increase customer engagement and loyalty, aim to simplify and make shopping more convenient when developing mobile apps. However, it is unclear whether these efforts are actually delighting consumers. By analysing user feedback on retail mobile apps, we sought to answer the question of what makes shoppers happy or frustrated when using them. This paper summarises the results of our automated content analysis.
References
Bagdare, S. (2015), „Emotional Determinants of Retail Customer Experience”, International Journal of Marketing and Business Communication, 4(2). https://doi.org/10.21863/IJMBC/2015.4.2.010
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999), „The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, 27(2), 184–206. https://doi.org/10.1177/0092070399272005
Bansal, H. S., & Voyer, P. A. (2000), „Word-of-Mouth Processes within a Services Purchase Decision Context”, Journal of Service Research, 3(2), 166–177. https://doi.org/10.1177/109467050032005
Bedwell, J. S., Cohen, A. S., Spencer, C. C., & Simpson, S. D. (2019), „Emotion Experience and Expressive Suppression Scale”, PsycTESTS Dataset. [Database record.] https://doi.org/10.1037/T72230-000
Bridges, E., & Florsheim, R. (2008), „Hedonic and utilitarian shopping goals: The online experience”, Journal of Business Research, 61(4), 309–314. https://doi.org/10.1016/J.JBUSRES.2007.06.017
Cabanac, M. (2002), „What is emotion?”, Behavioural Processes, 60(2), 69–83. https://doi.org/10.1016/S0376-6357(02)00078-5
Cachero-Martínez, S., & Vázquez-Casielles, R. (2021), „Building consumer loyalty through e-shopping experiences: The mediating role of emotions”, Journal of Retailing and Consumer Services, 60(3). https://doi.org/10.1016/J.JRETCONSER.2021.102481
Davis, F. D. (1985), A Technology Acceptance Model for Empirically Testing New End-User Information Systems. https://www.researchgate.net/publication/35465050_A_Technology_Acceptance_Model_for_Empirically_Testing_New_End-User_Information_Systems [letöltés ideje: 2025.07.14.]
Gaur, S. S., Herjanto, H., & Makkar, M. (2014), „Review of emotions research in marketing, 2002‒2013”, Journal of Retailing and Consumer Services, 21(6), 917–923. https://doi.org/10.1016/J.JRETCONSER.2014.08.009
Gautam, S., Bhushan, B., Yadav, R. K., Meena, Y. R., Latha, B., & Mehta, P. S. (2023), „Leveraging Text Mining Techniques for Automated Information Analysis”, in: 2023 3rd International Conference on Smart Generation Computing, Communication and Networking (SMART GENCON) 2023, 2334–2339. https://doi.org/10.1109/SMARTGENCON60755.2023.10442338
Guzman, E., & Maalej, W. (2014), „How do users like this feature? A fine grained sentiment analysis of App reviews”, in: 2014 IEEE 22nd International Requirements Engineering Conference, RE 2014 ‒ Proceedings, 2014, 153–162. https://doi.org/10.1109/RE.2014.6912257
Hosany, S., & Gilbert, D. (2010), „Measuring tourists’ emotional experiences toward hedonic holiday destinations”, Journal of Travel Research, 49(4), 513–526. https://doi.org/10.1177/0047287509349267
Japutra, A., Molinillo, S., Fitri Utami, A., & Adi Ekaputra, I. (2022), „Exploring the effect of relative advantage and challenge on customer engagement behavior with mobile commerce applications”, Telematics and Informatics, 72(7). https://doi.org/10.1016/J.TELE.2022.101841
Kang, J. Y. M., Mun, J. M., & Johnson, K. K. P. (2015), „In-store mobile usage: Downloading and usage intention toward mobile location-based retail apps”, Computers in Human Behavior, 46(5), 210–217. https://doi.org/10.1016/J.CHB.2015.01.012
Khaleghimoghaddam, N., & Alkaln Bala, H. (2021), „Reviewing Place Meaning via Users’ Emotional-Perceptual Experience”, Architecture, Civil Engineering, Environment, 14(4), 5–20. https://doi.org/10.21307/ACEE-2021-027
Kontaris, I., East, B. S., & Wilson, D. A. (2020), „Behavioral and Neurobiological Convergence of Odor, Mood and Emotion: A Review”, Frontiers in Behavioral Neuroscience, 14(3). https://doi.org/10.3389/FNBEH.2020.00035/XML/NLM
Lazarus, R. S., Kanner, A. D., & Folkman, S. (1980), „Emotions: a cognitive-phenomenological analysis”, Theories of Emotion, 189–217. https://doi.org/10.1016/B978-0-12-558701-3.50014-4
Lemon, K. N., & Verhoef, P. C. (2016), „Understanding customer experience throughout the customer journey”, Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/JM.15.0420/ASSET/F112FFA1-B0EA-4B75-AE51-A57A5FE69D53/ASSETS/IMAGES/LARGE/10.1509_JM.15.0420-FIG1.JPG
Liew, S. Y., Rana, M. E., Hameed, V. A., & Safavi, S. (2023), „Navigating the Retail 4.0 Landscape: The Transformative Impact of Cloud Computing”, in: 2023 IEEE 21st Student Conference on Research and Development, SCOReD 2023, 2023, 499–507. https://doi.org/10.1109/SCORED60679.2023.10563349
Magids, S., Zorfas, A., & Leemon, D. (2015), The New Science of Customer Emotions. https://hbr.org/2015/11/the-new-science-of-customer-emotions [letöltés ideje: 2025.07.14.]
Manthiou, A., Hickman, E., & Klaus, P. (2020), „Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research”, Journal of Retailing and Consumer Services, 57(6), 1‒11. https://doi.org/10.1016/J.JRETCONSER.2020.102218
Markos-Kujbus, É., & Csordás, T. (2016), „Fogyasztók a vállalatok ellen? Negatív online szájreklám virtuális kereskedelmi közössége”, Médiakutató 16(3‒4), 157‒168.
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Carvajal-Trujillo, E. (2022), „The customer retail app experience: Implications for customer loyalty”, Journal of Retailing and Consumer Services, 65(2), 1‒10. https://doi.org/10.1016/J.JRETCONSER.2021.102842
Molinillo, S., Ekinci, Y., & Japutra, A. (2019), „A consumer-based brand performance model for assessing brand success”, International Journal of Market Research, 61(1), 93–110. https://doi.org/10.1177/1470785318762990
Molinillo, S., Navarro-García, A., Anaya-Sánchez, R., & Japutra, A. (2020), „The impact of affective and cognitive app experiences on loyalty towards retailers”, Journal of Retailing and Consumer Services, 54(3), 1‒10. https://doi.org/10.1016/J.JRETCONSER.2019.101948
Nagy, Á., Kemény, I., Szűcs, K., Simon, J., & Kehl, D. (2019), „Opinion leadership as a second-order construct using PLS structural equation modelling”, Statisztikai Szemle, 97(9), 827–854. https://doi.org/10.20311/STAT2019.9.HU0827
Nagy, Á., Németh, P., Kemény, I., & Szűcs, K. (2022), „Webrooming és showrooming Magyarországon: Omnichannel vásárlói magatartás a sportcikkek piacán”, Vezetéstudomány / Budapest Management Review, 53(7), 79–93. https://doi.org/10.14267/VEZTUD.2022.07.07
Nalini, C., Dharani, B., Baskar, T., & Shanthakumari, R. (2023), „Review on Sentiment Analysis Using Supervised Machine Learning Techniques. In: Lecture Notes in Networks and Systems”, Intelligent Systems Design and Applications, 166–177. https://doi.org/10.1007/978-3-031-35507-3_17
Nielsen, J. (2012), Usability 101: Introduction to Usability – NN/g. https://www.nngroup.com/articles/usability-101-introduction-to-usability/ [letöltés ideje: 2025.07.14.]
Osiyevskyy, O., Umantsiv, Y., & Kavun, O. (2024), „Strategy for striking the omnichannel balance in Retail 4.0.”, Strategy and Leadership, 52(3‒4), 7–19. https://doi.org/10.1108/SL-12-2023-0120/FULL/XML
Rubini, E. R., Sheela, K. S., Devi, R. D. H., Yamuna, R., Penyameen, K., & Gowdhamkumar, S. (2024), „Sentiment Analysis of Text and Emoji using Machine Learning Algorithms”, in: 2024 International Conference on Trends in Quantum Computing and Emerging Business Technologies (TQCEBT), 2024, 1‒4. https://doi.org/10.1109/TQCEBT59414.2024.10545044
Russell, J. A. (1980), „A circumplex model of affect”, Journal of Personality and Social Psychology, 39(6), 1161–1178. https://doi.org/10.1037/H0077714
Sharma, R., Gulati, S., Kaur, A., & Chakravarty, R. (2021), „Users’ Sentiment Analysis toward National Digital Library of India: a Quantitative Approach for Understanding User perception”, Library Philosophy and Practice. (e-journal) https://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=12117&context=libphilprac [letöltés ideje: 2025.07.15.]
Torres, E. N., Wei, W., Hua, N., & Chen, P. J. (2019), „Customer emotions minute by minute: How guests experience different emotions within the same service environment”, International Journal of Hospitality Management, 77(3), 128–138. https://doi.org/10.1016/J.IJHM.2018.06.021
Utami, A. F., Ekaputra, I. A., Japutra, A., & Van Doorn, S. (2022), „The role of interactivity on customer engagement in mobile e-commerce applications”, International Journal of Market Research, 64(2), 269–291.https://doi.org/10.1177/14707853211027483
Verleye, K. (2015), „The co-creation experience from the customer perspective: Its measurement and determinants”, Journal of Service Management, 26(2), 321–342. https://doi.org/10.1108/JOSM-09-2014-0254/FULL/XML
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000), A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice. https://www.researchgate.net/publication/ 244448166_A_Conceptual_Framework_for_Understanding_E-Service_Quality_Implications_for_Future_Research_and_Managerial_Practice [letöltés ideje: 2025.07.15.]
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 The Hungarian Journal of Marketing and Management
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
