HOW TO SATISFY MOBILE APPLICATION USERS AND INCREASE THEIR BRAND EQUITY PERCEPTION?

Nowadays, with the development of technology people’s lives have adapted to new situation and  individuals have started to carry all the communication, socialization, banking, navigating and many  other things they need through applications on their smart phones. The main purpose of this study is  to examine the features of the mobile phone applications and the effects of these features on the brand  value through users’ satisfaction. In this study, the utilitarian benefits, consist of application quality  and application utility, hedonic benefits, consist of enjoyment and aesthetics, privacy risk, technicality,  and perceived price were determined as the factors assume to have an impact on satisfaction directly,  and brand equity correspondingly. All of the concepts used in this study were firstly analyzed with  Exploratory Factor Analysis insert ignore into journalissuearticles values(EFA); and their reliability were measured. Afterwards, the model fit was  tested with Confirmatory Factor Analysis insert ignore into journalissuearticles values(CFA); and path analysis. Out of 731 respondents, that were  usable, 368 were selected for EFA and the remaining 363 were selected for CFA and path analysis, where  dataset division was randomly performed with Bernoulli distribution. As a result, there were significant  relationships between all concepts except the aesthetic dimension and privacy risk of the application.