A mobile application is an additional touchpoint that could enrich the relationship between consumers and retailers, if these latter understand how a mobile application usage is valued by the formers. This study aims to investigate the consumer value of mobile applications. It builds upon the literature on mobile services value and derives empirical findings from 30 semi-structured interviews of smartphone users, analysed with a content analysis assisted with the NVivo software. Grounded in a hierarchical multidimensional structure, the results indicate that the highest-order value of a mobile application is a synchronicity value enabling the consumer to get at the right time, the right place and in the right situation the right mix of value dimensions among the four following dimensions: situational, utilitarian, hedonic and social value. The results also show four outcomes of this consumer value of a mobile application: attitude toward the brand, omnichannel behaviour, word-of-mouth, future use of the application.
