Retailer mobile applications are one of the principal retail purchase and information search channels. Customer
experience is key to retail app success. However, its dimensions and impact on retailer performance have been
the subject of only a limited number of studies. This research builds on existing customer retail app experience
literature by considering four dimensions as precursors of satisfaction with the retailers’ app and customer
loyalty (cognitive, affective, relational and sensorial). Data were collected from a sample of 545 retailer app users
and analysed using PLS-SEM. The results demonstrate that the affective dimension has the most influence and
they highlight the importance of the sensory experience, which even surpasses the cognitive experience. The
effect of the relational dimension on customer satisfaction, meanwhile, could not be positively confirmed.
Analysis of the moderating effect of gender, age and device type used identifies effects that have not, until now,
been demonstrated in current literature.
