The Sephora Mobile-App and Its Relationship to Customer Loyalty

Yini Liu, Paul D. Berger


In this paper, we study Sephora’s mobile app and its use, opinions about its efficacy, and its relationship to customer loyalty. We consider three traditional measures of customer loyalty—satisfaction with the app, likelihood to use the app for purchases in the future, and likelihood to recommend the app to others. Various relationships were found between different perceived benefits of the app and the measures of customer loyalty.

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