Kiskereskedelmi mobilalkalmazásokkal kapcsolatos felhasználói visszajelzésekben megjelenő fogyasztói érzelmek
Consumer sentiment in user feedback on retail mobile apps

Summary/Abstract: The situation for retail chains exposed to technological advances and increasingly complex customer decisions (Kemény et al. 2021) is not easy today, but at the same time digitalisation increases their opportunities to engage with customers (Nagy et al. 2022). The initial assumption of our research was that, in order to increase customer retention and loyalty, retailers will aim to make shopping easier and more convenient when developing mobile apps. However, we are far from certain that these efforts are actually delighting consumers. By analysing user feedback on retail mobile apps, we sought to answer the question of what makes shoppers happy or frustrated when using them. In order to conduct the research, we employed automated content analysis, whereby we gathered 566 text responses from the largest app stores, pertaining to the most pertinent retail apps on the Hungarian market. The online analysis system processes the voluminous free text content using a bespoke algorithm to identify the most pivotal topics and keywords, which are then sorted by tags and categorised according to their polarity (positive, negative, neutral). The analysis revealed that simplicity, user-friendliness, speed and transparency are the most crucial factors influencing a positive user experience. The most prevalent negative experiences, apart from a single update malfunction, occur at two distinct stages of the purchase process. The first is the initiation of the information search, when the user registers with the system, and the second is the moment of purchase or ordering, when the user attempts to leverage a loyalty programme or account. The analysis also includes an analysis of specific emotions, with a negative bias (e.g. sadness) being more prevalent. The study also illustrates the potential for improvement of the method. The dynamic nature of commercial applications also places pressure on operators to maintain and reinforce their own position. Consequently, the continuous monitoring of user experiences and feedback, as well as the identification and development of effective practices in this area, are of significant importance to market players.

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