Understanding the Influence of Mobile In App Price Promotions in Food Delivery Apps on Customer Engagement and Advocacy
Publication details: New Delhi Associated Management Consultants 2023Description: Vol 53 Issue No 7 Pg 08-29Subject(s): In: Indian Journal of MarketingSummary: the emergence of e-commerce, food ordering through mobile -app also witnessed significant growth akin to other products. However the consumer's switching rated for online food service provider was found to be high. The form of promotion mainly suggested was prime promotion. The descriptive research design was adopted to further the study it established that in app price promotion was positively associated with consumer advocacy and fully meditated the relationship between consumer engagement and advocacy. This study strongly recommended that food delivery app managers should frequently offer in app price discount coupons to their existing customers .Availing of promotional benefits would help spread positive word of mouth about food and service quality.| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR1049 |
the emergence of e-commerce, food ordering through mobile -app also witnessed significant growth akin to other products. However the consumer's switching rated for online food service provider was found to be high. The form of promotion mainly suggested was prime promotion. The descriptive research design was adopted to further the study it established that in app price promotion was positively associated with consumer advocacy and fully meditated the relationship between consumer engagement and advocacy. This study strongly recommended that food delivery app managers should frequently offer in app price discount coupons to their existing customers .Availing of promotional benefits would help spread positive word of mouth about food and service quality.
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