The effects of service design on super app brand perception and user experience

Date

2024-1-27

Author

Şimşekler, Sümeyye

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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This study aims to investigate the effects of service design elements (user interface, payment, logistics, return process, and customer support services) on super apps brand perception and user experiences by also considering the brand recognition of customers. A qualitative and exploratory research design was used, with a purposive sampling method. Participants specified as users who purchase from the super app’s different services such as; electronics, clothing, furniture addition to the food and grocery shopping at least once a week aged between 25 and 35. Data was collected through a semi-structured interview, and analyzed using qualitative data analysis. Accordingly, service design elements and customer experience play a significant role in building users’ brand perception in the themes of Trustworthiness, Seamlessness, Functionality, Variability and Habituality. Also, brand’s approach to social responsibility and their stance were examined to understand the changing perception of users. The study results determined the positive and negative impacts on current brand perception in addition to how they build the recognition of brand. Accordingly, the study can be lightening the possible implications for super app developers and brand creators.

Subject Keywords

Service design, Brand perception, Customer experience, Super apps

URI

https://hdl.handle.net/11511/108750

Collections

Graduate School of Natural and Applied Sciences, Thesis