Frequency of use in Individual transport service by apps: effects on online loyalty antecedent variables

• Autor(a) principal: Garzaro, Daniela Mendes
• Data de Publicação: 2022
• Outros Autores: Carvalho, Marcelo, Varotto, Luís Fernando, Freire, Otavio Bandeira de Lamônica
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Ciências da Administração
• Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/67976
• topic: Startups; Transporte por aplicativo de celular; Lealdade online; Frequência de uso; Startups; Mobile transportation app; Online loyalty; Frequency of use

The high number of new startups operating in the market has intensified competition and increased the dispute to conquer and maintain users. To be successful, it is crucial to better understand how antecedent variables interact with consumer loyalty. This article tests the effect of frequency of use on the relationship between online loyalty and its antecedents (satisfaction, trust, perceived value and convenience) in the domain of startups that provide transport services by apps. Structural equation modeling (PLS-SEM) and multigroup analysis were used to test the study’s hypotheses. Results indicate that frequency of use affects differently the relationship between online loyalty and its antecedents, especially concerning trust and satisfaction, for groups of customers with high versus low frequency of use. This discovery contributes to a better understanding of online loyalty, especially in the service sector, and provides managerial directions for companies to attract and maintain clients.