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What is Mobile Application (MobileApp)

Chapter 11
Handbook of Research on Disruptive Innovation and Digital Transformation in Asia
In the shopping mall context, MobileApp is the mobile phone application developed for shoppers to create engaging experience with key features such as showing the direction of the retail shops, accessing loyalty programs, downloading vouchers, announcing on mall initiate activities and in-store deals of the tenants. Such apps are of utility to shoppers and in tern useful for shopping malls to understand shopper’s behaviour in driving footfall.
Published in Chapter:
Digital Technology in Retail: Impact on Shopper Satisfaction
Tan Jing Pei (Anglia Ruskin University, Malaysia) and Omkar Dastane (FTMS College, Malaysia)
Copyright: © 2021 |Pages: 27
DOI: 10.4018/978-1-7998-6477-6.ch011
Abstract
Industrial Revolution 4.0 has initiated digital transformation in Asia and resulted in Retail 4.0 forcing shopping malls to upgrade themselves digitally to remain competitive. The purpose of this research is to investigate the impact of upgrading shopping malls with digital retail technology (digital up-gradation) on shoppers' satisfaction mediated by operational performance. This study adopted explanatory, quantitative research by collecting empirical data from 212 shoppers at a famous shopping mall in the city of Kuala Lumpur using convenience sampling. The normality and reliability assessment was carried out followed by confirmatory factory analysis, validity assessment, and structural equation modelling. Findings reveal that digital up-gradation has a direct impact on shopper satisfaction, and operational performance has full mediation effect between them. The chapter then discusses implications, limitations, and future research avenues in this context.
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