Avenues for the delivery of loyalty programs have rapidly shifted from plastic card schemes to mobile-app-based initiatives; yet, our understanding of the economic value presented by the latter (i.e., loyalty apps) has not kept pace with this development. We examine the effects of loyalty app...

Service marketers have access to many forms of acquisition channels. Therefore, understanding which channel is the most effective at attracting loyal customers is of growing importance. However, evaluation of a customer acquisition channel is not always straightforward. Ideally, the true...

Due to time constraints and search costs, consumers are unable to explore millions of pieces of digital content, such as e-books, music, and movies, before making consumption decisions. Previous studies have extensively scrutinized how pre-consumption information artifacts—e.g., online...

The number of mobile apps launched in the market has exponentially grown to more than 2 million, but little is known about how users choose and consume apps of numerous categories. This study develops a utility theory-based structural model for mobile app analytics. We use the theoretical...