Analysing customer behaviour in mobile app usage

Abstract

Purpose – Big data produced by mobile apps contains valuable knowledge about customers and markets and has been viewed as productive resources. This study proposes a multiple methods approach to elicit intelligence and value from big data by analysing customer behaviour in mobile app usage. Design/methodology/approach – The big data analytical approach is developed using three data mining techniques: RFM (Recency, Frequency, Monetary) analysis, link analysis, and association rule learning. We then conduct a case study to apply the approach to analyse the transaction data extracted from a mobile app. Findings – The approach can identify high-value and mass customers, and understand their patterns and preferences in using the functions of the mobile app. Such knowledge enables the developer to capture the behaviour of large pools of customers and to improve products and services by mixing and matching functions and offering personalised promotions and marketing information. Originality/value – The approach used in this study balances complexity with usability, thus facilitating corporate use of big data in making product improvement and customisation decisions. The approach allows developers to gain insights into customer behaviour and function usage preferences by analysing big data. The identified associations between functions can also help developers improve existing, and design new, products and services to satisfy customers’ unfulfilled requirement

Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective

“…As per the Service-Dominant Logic, as consumers are more often regarded as "prosumers" in this modern day, customisation of their m-commerce experiences is often found to better meet their needs and subsequently enhance their positive attitudes towards branded apps (Fang, 2018). A customised experience is outlined as being inherent within mobile apps (Chen et al, 2017;McLean et al 2018) and is conceptually defined as the personalisation or individualising of services or content to an individual's own preferences (Lee & Crange, 2013). Importantly, customisation allows organisations to personalise the delivery of the right content to the right person at the right time (Tam & Ho, 2005).…”

New Wave in Mobile Commerce Adoption via Mobile Applications in Malaysian Market: Investigating the Relationship Between Consumer Acceptance, Trust, and Self Efficacy

“…Consumers' mobile activity has motivated researchers to understand in detail their attitude towards apps usage so that they may offer marketing information and target personalised promotions to the potential customers [10][32]. However, such attempt would be a challenge when it comes to acquiring information about their behaviour regarding preferences, needs, and expectations for products and services in the market without fundamental understanding in mobile commerce [10]. Ketelaar et al [29] argued that it is insufficient for marketers to rely on the existing knowledge of general marketing as consumers are more technology savvy and receptive to information across numerous online platforms.…”

Perspectives of the App Economy: Tenets of the Innovative Phenomenon

“…Both scholars and practitioners are attracted by the development of the App Economy. The marketing perspective is predominant in the current literature, in fact many scholars examined business models and consumer perspectives (Wang, Liao, & Yang, 2013;Taylor & Levin, 2014;Hew, Lee, Ooi & Wei, 2015;Arora, Ter Hofstede & Mahajan, 2017;Chen, Zhang & Zhao, 2017;Dinsmore, Dugan, & Wright, 2016;Dinsmore, Swani, & Dugan, 2017).…”

“…Indeed, in the last years, different empirical evidences have emerged that allow to analyze specific cases, following the perspective of disruptive innovation. Furthermore, we have to consider the importance of other new technologies that are entering the global arena, such as big data (Chen et al, 2017). This offers many opportunities to study App Economy also by combining its effects with other new technologies.…”