Mobile App User Complaints

This assignment delves into the realm of mobile app user complaints. It examines various research papers that shed light on the issues plaguing app users, focusing on factors like user experience, functionality, design, and marketing. The analysis aims to identify recurring themes and provide insights into what drives dissatisfaction among mobile app users.

Research Proposal

Table of Contents
1. INTRODUCTION.......................................................................................................................3
1.1 Overview..........................................................................................................................3
1.2 Rationale of Study............................................................................................................4
1.3 Research Aim...................................................................................................................4
1.4 Research Objectives.........................................................................................................4
1.5 Research Questions..........................................................................................................4
2. LITERATURE REVIEW............................................................................................................5
2.1 Importance of Mobile shopping.......................................................................................5
2.2 Key drivers of consumer shopping behaviour..................................................................6
3. METHODOLOGY......................................................................................................................7
3.1 Research Philosophy........................................................................................................7
3.2 Research Design...............................................................................................................8
3.3 Research Approach...........................................................................................................8
3.4 Research Type..................................................................................................................9
3.5 Data Collection Method...................................................................................................9
3.6 Sampling technique........................................................................................................10
3.7 Data Analysis..................................................................................................................10
3.8 Ethical Consideration.....................................................................................................11
4. Expected outcome......................................................................................................................11
5. REFERENCES..........................................................................................................................13

1. INTRODUCTION
1.1 Overview
In today, competitive market the business firm is focused towards diverse activities in
order to advance the organisational capabilities. It has been noticed that mobile and wireless
technology is one of key aspect in business operations. It has also promoted the use of mobile
application in diverse manner and ensures to accomplish key goals and objectives. The
developing retail culture is described by the broad utilization of portable innovations, high
availability, universal processing and contactless advancements, which empower buyers to
encounter shopping in an unexpected way. Truth be told, inventive portable advances give new
apparatuses (applications) which can isolate the snapshot of procurement from the snapshot of
viable utilization. By enabling shoppers to make buys by cell phone and gather them at home or
at a store the organizations are having nonstop change (Mobile app marketing insights: How
consumers really find and use your apps. 2016). It assists in meeting objectives and ensures that
key standards are properly maintained. The point of this paper is to comprehend the degree to
which portable innovations affect customer conduct. It will likewise permit to accentuation on
the drivers persuading buyers to embrace the customer experience of portable shopping. Truth be
told, these advancements change both the way shoppers' entrance and expend data. It has
likewise turned into the manner by which firms and associations achieve customers and convey
their administrations. Versatile promoting depends on the dispersion of intelligent and
customized data by defeating the worldview time-space where customary advertising
methodologies occurred. It clearly indicates that using mobile applications the businesses are
effectively promoting its business opportunities. As same, Tesco is also conducting advertising
on mobile to attract more customers. Along with this, business firm also consider sustainable
development in practice using such practices and ensure that goals and objectives are being
accomplished. Mobile application usage provides easiness to customers as well as business firm
in order to accomplish objectives. Truth be told, it incorporates new showcasing exercises led
through a universal system that buyers may get to anyplace and whenever from their cell phone,
in view of an abnormal state of network and setting mindfulness. It provides a better opportunity
to the business firm and ensures to accomplish needs of business (Wang, Lia and Yang, 2013,
The moderating role of consumer technology anxiety in mobile shopping adoption: differential
effects of facilitating conditions and social influences)

1.2 Rationale of Study
Consumer loyalty assumes an exceptionally noteworthy part in the present focused
condition of any industry. It is basic for the organizations to centre on conveyance of item and
standard of administrations which are offered by them. These are those angles which fulfil the
clients and delineates about their experience towards the item and administration of organization.
There are not very many explores which are led on investigating the effect of versatile
application on the shopping knowledge of clients. In present era businesses are using mobile
application development strategies as critical aspect for business opportunities. This factor has
motivated expert to analyse the factors related to the practice and its impact on the customer
experience. Key rationale behind the selection of topic was to analyse the online shopping
experience of retail stores. Use of mobile technology and other technical aspects has been
advanced in recent years which have also enhanced the morale to select the study. Key purpose
behind the selection of organisation is that Tesco PLC is offering continuous development in its
mobile application to enhance customer satisfaction. It has also motivated to have selection of
Tesco for the present study.
1.3 Research Aim
“To assess the impact of mobile application on the shopping experience of customers: A study
on Tesco PLC”.
1.4 Research Objectives
 To explore the latest trends related to mobile application and its usage
 To identify relation between mobile application easiness and shopping experience of
customers
 To evaluate key drivers of consumer shopping behaviour towards Tesco PLC
 To recommend ways that allows improving mobile application development for better
shopping experience of customers within Tesco PLC.
1.5 Research Questions
 What are latest trends related to mobile application and its usage relevancy?
 How mobile application easiness and shopping experience of customers relates to each
other?
 What are key drivers of consumer shopping behaviour towards Tesco PLC?

 How mobile application development can be advanced for better shopping experience of
customers within Tesco PLC?
2. LITERATURE REVIEW
2.1 Importance of Mobile shopping
According to Yang, (2012, Consumer technology traits in determining mobile shopping
adoption: An application of the extended theory of planned behaviour) mobile shopping is very
important in consumer’s behaviour because today is the basic need of very customers. Consumer
is spending a lot of money from their smart phones. Now day’s mobile is very important for
corporate sectors, businessmen or everywhere. Smart phones increase their demand day by day
and its purpose increasing the sale and fulfil customer demand. Mobile shopping have a become
necessary for many people throughout the world. The ability to keep touch with consumers,
business associate and access to email it is the only a reason for increasing the importance of
consumer behaviour. Cell phones giving reliable and of high quality of mobile wireless
technology. Mobile phone day by day coming with new innovative technology in the market. So
that why consumers are more attract on mobile shopping. This device is the source of
entrainment many people use mobile in their free time even use in office.
According to Yang and Forney, (2013, The moderating role of consumer technology
anxiety in mobile shopping adoption: differential effects of facilitating conditions and social
influences) the importance of mobile phone has increased competition in wireless services
industry, they making a smart phone very low-cost and very easy to use. Mobile phone has
access almost developed countries and it provides wireless services to the customers. Most of the
people prefer some smart phones because of its facility of internet and social media features.
However, Yang and Kim, (2012, Mobile shopping motivation: an application of multiple
discriminant analysis) the mobile phone market is creating great impact on the UK economic.
There are more than billion people in UK who have subscribed to mobile phones. The objective
of mobile shopping to identification of customer perception towards mobile set and analysing the
top most preferences product features and identify the brand preferences. Mobile
communication today is faster and most effective way communication in the UK. It has become
security instrument of all for women. At present sale phones is greater than the smart phones

increasing a demand of smart phones very fast in the UK economic. There are many companies
which are providing cell phones with latest new technology.
2.2 Key drivers of consumer shopping behaviour
According to Magrath and McCormick, (2013, Marketing design elements of mobile fashion
retail apps) shopping behaviour of individual will play an important role that whether the
individual will opt for purchasing one or the other kind of product and service from any mobile
shopping website. It has higher dependence of adoption of application. In what way people see
the application created by a company. Moreover, their preference on purchasing of the product
and service will depend on opportunity cost they tend to find higher in getting it from there.
However, in contrast to this, is the opinion of Yang and Kim, (2012, Mobile shopping
motivation: an application of multiple discriminant analysis) a consumer decision making
comprises of various steps, such as, recognition, search of information, evaluation of
alternatives, decision of making purchases and post purchase behaviour. It has been researched
that where the customer has lower involved in its delivering process and they can make quick
and fast decision making, in these cases they tend to get their products from online application
store. Moreover, lower prices are also an important aspect that is usually considered by the
customer. Use of mobile application and positive consumer behaviour can be linked to some
specific products of low involvement and decision making, such as, detergent, soaps, toothbrush,
or any kind of groceries and house hold material etc.
According to Yang, (2012, Consumer technology traits in determining mobile shopping
adoption: An application of the extended theory of planned behaviour) evaluated mobile
application usage and previous shopping experience also decides that whether one individual is
going to make purchases from a particular application or not. Personality trait, degree of use of
mobile application and intensity of trust on it also helps in deciding that whether that what type
of shopping behaviour will an individual carry to serve the requirements of the company which
function on a mobile application. Other factors addressing the customer shopping behaviour is
related to optimism, insecurity and innovativeness which directly affects the perception of
individuals. Hence, it has a strong influence on overall attitude and purchase decisions of the
purchasing intentions of the individual. However, as per the views of Watson, McCarthy and
Rowley, (2013, Consumer attitudes towards mobile marketing in the smart phone era) new
models and innovativeness to ease down the overall experience of the user in the form of easy

user interface of mobile application also decides the attitude of the customer towards purchases.
It also helps in ascertaining that whether the individual will be agreeing to make any purchases in
future or not. It will help in understanding the relationship between users and mobile application
and their intention of purchases from the same. According to Thakur and Srivastava,
(2014, Adoption readiness, personal innovativeness, perceived risk and usage intention across
customer groups for mobile payment services in India) customer behaviour also has higher
dependence on usefulness of the application. The mobile application must be designed in such a
manner that some data or functionality helps in making an enhancement in the lifestyle of the
user. Other important aspect of consumer behaviour can be in the form of functional, emotional,
social and epistemic. The marketers can help in developing effective behavioural intentions. All
the mobile service applications act as a driver to stimulate the customers to make purchases.
3. METHODOLOGY
3.1 Research Philosophy
The term examine approach portrays about the strategy through which the scientist builds
up its comprehension. It is created by utilizing the methodologies of research that is either
utilizing inductive approach or deductive approach. By utilizing the inductive approach,
specialist can build up some more extensive type of speculation and assumptions. It is enlarge
based on a few perceptions through which a summed up type of data is shape.
Then again, deductive approach is inverse of inductive approach. In this approach some
particular kind of results are produced and these depend on general data. Its outcomes are created
based on some intelligent realities. In thought to theme of ebb and flow inquire about; inductive
approach of research will be utilized. On breaking down the effect of versatile application on the
shopping knowledge of clients: An examination on Tesco PLC. It helps to look at the effect of
these elements on versatile application and client shopping conduct. Based on this some sum up
set of data is frame which demonstrates that how these elements impact the fulfilment level of
clients (Amoroso and Ogawa, 2013). Among these the researcher has made use of both
positivism and interpretivism as it enables to carry out the research by covering the aim and
objectives.

3.2 Research Design
The term explore configuration clarifies about the system based on which whole data
which is gathered for the examination is analysed. It encourages the scientist to move one
particular way for achievement of its point and destinations. There are diverse kinds of looks
into, for example, spellbinding, exploratory and causal and so on. In the ebb and flow report
engaging plan of research will be utilized. Graphic plan of research depends on breaking down
the information in logical way. Through this plan, analyst picks up the more profound learning
and data about that specific issue (Chang, 2015). Exploring mobile application customer loyalty:
The moderating effect of use contexts). It likewise encourages the analyst to advance the
activities of the results. In setting to this investigation, with the assistance of enlightening
examination plan the variables which straightforwardly effect on client encounter are advanced.
The two principle factor that is procedure of internet shopping on versatile application and client
purchasing conduct assume an essential part in the examination.
3.3 Research Approach
Interpretivism and positivism are two distinctive research methods of insight.
Interpretivism theory depends on researching the reasons and reason behind any results. This
approach is for the most part utilized on those investigates which depend on subjective angle. In
opposition to this, look into reasoning of positivism deduces that the result of the topic can be
accomplished through some particular confirmation.
Concentrating on the present research, interpretivism will be utilized to break down the
effect of portable application on the shopping background of clients: An examination on Tesco
PLC. The method of reasoning behind utilizing this theory is that there are a few activities and
reasons because of which the buyers are fulfilled. In context to this report, connection between
portable application ease and shopping background of clients. Another explanation for utilizing
this logic is that it is completely in view of subjective nature of study, so here logic of
interpretivism is most appropriate theory for this examination (Yang, Y. and et.al., 2015.
Understanding perceived risks in mobile payment acceptance. Industrial Management & Data
Systems. 115(2). pp.253-269). Among these two approaches the researcher has made use of
inductive approach as it enables to present the information from specific to general aspect.

3.4 Research Type
It has been witnessed that consideration of research type aspects is also essential for
experts. It allows ensuring that goals and objectives can be accomplished in desired manner.
Classification of different research work can be as qualitative and quantitative. By having an
effective consideration of research type the study can be accomplished in desired manner. In
addition to this, it can be said that qualitative measures are being taken into account majorly to
meet descriptive standards. Also, it helps in understanding the concept more adequately. Other
than this, quantitative measures are being taken into account for effective development of study.
In present report, the selection of qualitative measures has been taken into account for
sustainable development. By having an effective consideration of key measures the issues can be
overcome in desired manner. Along with this, application of descriptive details can be taken into
account by experts. It assists in meeting objectives and ensure that overall understanding has
been developed more effectively (Wang, Liao and Yang, 2013). Among these two, the research
will make use of qualitative method as it enables to focus of theories, models, etc. to develop in
depth understanding of the research topic.
3.5 Data Collection Method
With a specific end goal to accomplish the point and destinations of the examination, it is
basic to gather the information from shifted wellsprings of information accumulation strategy. In
this examination both the techniques for information accumulation are utilized to assess the
discoveries and finishes of the report more real and precise. It gets to investigate the
comprehension about the effect of versatile application and standard client conduct with more
profound bits of knowledge and perspectives.
Gathering of essential information portrays about getting to the data for first time and it is
crisp information which will be utilized first time by the specialist. In setting to current report
essential strategy for information accumulation is utilized and it is gathered from the clients of
Tesco PLC. Distinctive techniques can be utilized for social event of essential information and it
can be gathered through strategies like meeting, semi structure talk with, poll, perception, and
overview and so on. Strategy for survey is utilized to gather the essential information from the
clients of Tesco PLC (Wang, Liao and Yang, 2013).
In this strategy the information which is access from the diverse source are the optional
information or they are second hand information. These are that data which is gathered by

another person and scientist utilizes this data for their own particular utilize. In the present report
optional technique for information gathering is likewise utilized. These information is gathered
from different diaries, books, inquire about papers, online sites, articles, daily papers and
information is likewise accumulated from the reports distributed by Tesco PLC. The researcher
will make use of both primary and secondary research. Primary with the help of questionnaire
and secondary will be gathered by making use of books, journals, online sources, etc.
3.6 Sampling technique
In inspecting the examples are chosen from the huge gathering of populace or from a whole
factual populace. Choosing of some particular examples from this populace gives proper and
precise data about the issue. Probabilistic and Non-Probabilistic are two distinct techniques from
which tests can be chosen. Concentrating on the topic of the present report, the probabilistic
inspecting is chosen. In this inspecting the choice of tests have level with number of likelihood
or probability. Though in Non-probabilistic examining, tests has unequal possibility of
determination as a few examples have higher probability or some may have bring down odds of
choice. In exhibit case situation, Random Sampling a piece of probabilistic testing is utilized.
Through these testing technique clients of Tesco PLC is chosen on arbitrary premise.
In the wake of choosing the technique for arbitrary inspecting, test estimate is chosen from
whom the information is gathered. For getting to the data from the clients, test size of 100 clients
is taken. Based on this size of tests a tremendous measure of data is gathered from the clients of
Tesco PLC (Ström, Vendel and Bredican, 2014, Mobile marketing: A literature review on its
value for consumers and retailers), Through this the investigation of effect of portable
application on the shopping background of clients.
3.7 Data Analysis
For examining this information there are two unique strategies for information
examination, Qualitative investigation and quantitative information examination. Subjective
information examination is that system in which the information is investigations in various
topics and this information can't be analysed and estimated. Then again in quantitative
information is dissected from numerical or measurable viewpoints and by utilizing diverse
devices and methods. The consequences of this information can be looked at and estimated. The
aftereffects of quantitative information are not controllable and their outcomes are particular and
in view of some confirmation.

In flow inquire about report, subjective method of information investigation is utilized.
To explore the information in subjective shape a strategy for topical investigation is utilized.
With the assistance of topical investigation the effect of portable application on the shopping
background of clients is examined. This information is has a place with the clients of Tesco PLC
from whom the data is gotten to through poll technique. The information which is examined
through topical examination is introduced in various subjects and examples. It is spoken to with
the assistance of utilizing differed kinds of diagrams, outlines and figures alongside tables. In
order to make gathered information analysis, use of qualitative method will be done. More
specifically, use of thematic analysis is done as it enables to present the information in the form
or tables, graphs, charts, etc.
3.8 Ethical Consideration
For accomplishing the point and goals of the present research in genuine and tried and true
way, the entire report is performed with moral viewpoint. Uprightness and dependability is
remembered up in the report keeping the true objective to get correct results. Each one of the
data which will be circulated in the report are point by point with no biasness. Generous and
strong sources are used to ensure better outcomes for the examination (Mobile app marketing
insights: How consumers really find and use your apps. 2016). In the equivalent course at the
period of getting to the data from the customers of Tesco PLC, security and mystery of the data
is furthermore kept up as indicated by the gauges of good idea. Create and inspiration driving the
examination has been positive for finding the arrangements of survey. Their consent was taken
as it is essential to take assent from them. At last the benefit was moreover given to the
individuals that they can pull once again from the method at whatever point.
4. Expected outcome
As per the above study, it can be concluded that there are number of factors which impacts
the overall working of organisation. Shopping behaviour of individual will play an important role
that whether the individual will opt for purchasing one or the other kind of product and service
from any mobile shopping website. It is necessary for management to have analysis of standards
in desired manner so that key outcome can be accomplished in terms of opportunities. The
research will enable to find out that all the digital marketing is highly effective to make the
business attain their set of goals and objectives in appropriate manner.

5. REFERENCES
Books and Journals
Amoroso, D. L. and Ogawa, M., 2013. Comparing mobile and Internet adoption factors of
loyalty and satisfaction with online shopping consumers. International Journal of E-
Business Research (IJEBR). 9(2). pp.24-45.
Chang, C. C., 2015. Exploring mobile application customer loyalty: The moderating effect of use
contexts. Telecommunications Policy. 39(8). pp.678-690.
Hubert, M. and et.al., 2017. Acceptance of Smartphone‐Based Mobile Shopping: Mobile
Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application
Context. Psychology & Marketing. 34(2). pp.175-194.
Khalid, H. and et.al., 2015. What do mobile app users complain about?. IEEE Software. 32(3).
pp.70-77.
Larivière, B. and et.al., 2013. Value fusion: The blending of consumer and firm value in the
distinct context of mobile technologies and social media. Journal of Service
Management. 24(3). pp.268-293.
Magrath, V. and McCormick, H., 2013. Marketing design elements of mobile fashion retail
apps. Journal of Fashion Marketing and Management: An International Journal. 17(1).
pp.115-134.
Ström, R., Vendel, M. and Bredican, J., 2014. Mobile marketing: A literature review on its value
for consumers and retailers. Journal of Retailing and Consumer Services. 21(6).
pp.1001-1012.
Thakur, R. and Srivastava, M., 2014. Adoption readiness, personal innovativeness, perceived
risk and usage intention across customer groups for mobile payment services in
India. Internet Research. 24(3). pp.369-392.
Wang, H. Y., Liao, C. and Yang, L. H., 2013. What affects mobile application use? The roles of
consumption values. International Journal of Marketing Studies. 5(2). p.11.
Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in
the smart phone era. International Journal of Information Management. 33(5). pp.840-
849.

Yang, K. and Forney, J. C., 2013. The moderating role of consumer technology anxiety in
mobile shopping adoption: differential effects of facilitating conditions and social
influences. Journal of Electronic Commerce Research. 14(4). p.334.
Yang, K. and Kim, H. Y., 2012. Mobile shopping motivation: an application of multiple
discriminant analysis. International Journal of Retail & Distribution
Management. 40(10). pp.778-789.
Yang, K., 2012. Consumer technology traits in determining mobile shopping adoption: An
application of the extended theory of planned behavior. Journal of Retailing and
Consumer Services. 19(5). pp.484-491.
Yang, Y. and et.al., 2015. Understanding perceived risks in mobile payment
acceptance. Industrial Management & Data Systems. 115(2). pp.253-269.
Online
Mobile app marketing insights: How consumers really find and use your apps. 2016. [Online].
Available through < https://www.thinkwithgoogle.com/consumer-insights/mobile-app-
marketing-insights/>