The users perception of mobile apps of polish biggest service companies

Abstract

The use of smartphones is still increasing in Poland. 64% of Poles used a smartphone device in 2017. Mobile marketing is therefore an ever increasingly important component of a firm's overall promotional strategy. The importance of this medium can be seen through time spent on mobile media, number of searches, and direct and indirect mobile generated sales. The objective of the paper is to investigate the perception of the use of mobile apps by the biggest Polish service companies. By the use of a dedicated research tool, the paper investigates changes that occurred during the two years period. It was revealed that the mean evaluation of mobile apps by android users declined in the research period (years 2016-2018). It constitutes a serious thread for researched service companies, as it may indicate a poor level of satisfaction of their customers from their mobile marketing actions.