Customer Satisfaction through Mobile Applications: Conceptualising Mobile Atmospherics Using Structured Topic Modelling

Authors

  • Aishwarya Arora Prestige Institute of Management & Research, India https://orcid.org/0000-0002-1354-9858
  • Praveen S. Vadivel University of Galway, Ireland
  • Siddharth Deshmukh Mudra Institute of Communications, Ahmedabad, India

Keywords:

Structured topic modelling, Mobile atmoshperics, Personalization, Mobile applications, Customer Satisfaction

Abstract

Mobile atmospherics is a space created to evoke customer affect in mobile applications. The research conceptualizes and identifies the evaluators and outcomes of mobile atmospherics. It further identifies the role of personalization in mobile atmospherics and its key indicators to provide a higher level of customer satisfaction. The evaluators are identified using the novel structured topic modelling approach on mental and physical health mobile applications. The research identifies and correlates actual topics discussed by customers. Moreover, it also identifies the proportion in which they appear in positive and negative reviews. The research contributes to customer satisfaction literature and provides managerial implications.

 

Author Biographies

  • Aishwarya Arora, Prestige Institute of Management & Research, India

    Professor Aishwarya Arora is an Assistant Professor of Marketing at Prestige Institute of Management & Research, Indore, and a doctoral candidate at MICA, Ahmedabad, India. With eight years of academic experience, she specialises in consumer behaviour and digital media. Her expertise spans brand strategy and digital consumer engagement, with a strong focus on aligning brand communication with a deep understanding of customers.

  • Praveen S. Vadivel, University of Galway, Ireland

    Dr. Praveen Subbiah Vadivel is a Postdoctoral Researcher at the University of Galway, affiliated with the Insight Research Ireland Centre for Data Analytics and the Department of Computer Science. He holds a Ph.D. in Applied Artificial Intelligence with a specialization in Natural Language Processing from the National Institute of Technology, Tiruchirappalli, India, awarded in 2023. His academic background also includes an MBA in Marketing and Data Analytics and a BA in Linguistics and English Literature, reflecting a strong interdisciplinary foundation. His research focuses on NLP, data analytics, and socially and culturally inclusive AI systems. He has published extensively in high-impact journals and conferences, with a substantial number of first-authored papers.

  • Siddharth Deshmukh, Mudra Institute of Communications, Ahmedabad, India

    Professor Deshmukh is a strategist and storyteller helping leaders and businesses stay deeply human in an AI-driven world through powerful narrative thinking. With 30+ years of experience across corporations, startups, and academia, he blends behavioral sciences with practical business strategy. He is an International Adjunct Professor at MICA and teaches at SPJain London, while also creating influential content across platforms and authoring four books, including “Not a Marketing Book.” He has previously held CXO roles, served as Associate Dean, consulted leading brands, and hosts the podcast “Smarter with Sid.”

References

Banik, D. (2021). Phygital retailing: Understanding hedonic factors in shaping customer decision satisfaction. Journal of Retailing and Consumer Services, 61, 102580. https://doi.org/10.1016/j.jretconser.2021.102580

Bigdeli, A., & Bigdeli, S. (2014). Atmospherics and consumer decision making in retail environments. International Journal of Business and Management, 9(3), 94–104. https://doi.org/10.5539/ijbm.v9n3p94

Dennis, C., Brakus, J. J., & Alamanos, E. (2010). The wallpaper matters: Digital signage as customer-experience provider at the Harrods (London, UK) department store. Journal of Marketing Management, 26(5–6), 494–516. https://doi.org/10.1080/02672570903566242

Elmashhara, M. G., & Soares, A. M. (2022). The impact of retail atmospheric cues on shopper behaviour: An S-O-R perspective. Journal of Retailing and Consumer Services, 64, 102777. https://doi.org/10.1016/j.jretconser.2021.102777

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9

Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13. https://doi.org/10.1016/j.jbusres.2008.01.018

Hensher, M., McLachlan, S., & Martin, J. (2021). Digital health apps: Current evidence and future directions. Journal of Medical Internet Research, 23(7), e30226. https://doi.org/10.2196/30226

Hsieh, Y.-C., Chiu, H.-C., & Chiang, M.-Y. (2021). Exploring branded app atmospherics: Applying the PAD model to continuous usage intention and brand loyalty. Journal of Retailing and Consumer Services, 62, 102646. https://doi.org/10.1016/j.jretconser.2021.102646

Kaatz, C. (2020). Service quality in mobile commerce: Conceptualization and empirical validation. Electronic Commerce Research and Applications, 39, 100906. https://doi.org/10.1016/j.elerap.2019.100906

Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107–118. https://doi.org/10.1509/jmkg.70.1.107.qxd

Klaus, P. (2022). Luxury retail atmospherics in digital environments: The OLX framework. Journal of Business Research, 141, 110–119. https://doi.org/10.1016/j.jbusres.2021.12.048

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48–64.

Lagan, B. M., Hughes, A., & Martin, C. R. (2021). A review of user experiences of digital health applications. BMC Health Services Research, 21, 543. https://doi.org/10.1186/s12913-021-06622-4

Laroche, M., Habibi, M. R., & Richard, M.-O. (2022). Animated images in online atmospherics: Extending the S-O-R model. Journal of Interactive Marketing, 58, 68–84. https://doi.org/10.1016/j.intmar.2022.04.001

Lee, S. H., & Kim, Y. K. (2019). Hedonic shopping orientation in mobile apps: Uses and gratification perspective. Journal of Retailing and Consumer Services, 48, 123–131. https://doi.org/10.1016/j.jretconser.2019.02.005

Lindner, J., Kallweit, K., & Mayer, P. (2024). Latent Dirichlet Allocation in marketing research: Advances, limitations, and future opportunities. Journal of Business Research, 169, 114258. https://doi.org/10.1016/j.jbusres.2023.114258

Loureiro, S. M. C., & Roschk, H. (2014). Differential effects of atmospheric cues on emotions and loyalty intention with online retailing. Journal of Retailing and Consumer Services, 21(5), 675–685. https://doi.org/10.1016/j.jretconser.2014.04.004

Marriott, H. R., & Williams, M. D. (2018). Exploring consumers’ perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133–146. https://doi.org/10.1016/j.jretconser.2018.01.017

Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273–289. https://doi.org/10.1016/S0022-4359(01)00042-2

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Meena, S., & Sarabhai, S. (2023). Continued willingness to use mobile apps: Role of extrinsic and intrinsic motivators. International Journal of Information Management, 69, 102589. https://doi.org/10.1016/j.ijinfomgt.2023.102589

Oh, H., Fiore, A. M., & Jeoung, M. (2008). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119–132. https://doi.org/10.1177/0047287507304039

Rayburn, S. W., & Voss, K. E. (2013). A model of consumer’s retail atmosphere perceptions. Journal of Services Marketing, 27(6), 471–480. https://doi.org/10.1108/JSM-06-2012-0117

Rayburn, S. W., Voss, K. E., & McKee, V. (2022). The role of m-atmospherics in shaping customer experiences and return intentions. Journal of Retailing and Consumer Services, 65, 102865. https://doi.org/10.1016/j.jretconser.2022.102865

Richard, M. O. (2005). Modeling the impact of Internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632–1642. https://doi.org/10.1016/j.jbusres.2004.07.009

Roberts, M. E., Stewart, B. M., Tingley, D., Lucas, C., Leder-Luis, J., Gadarian, S. K., Albertson, B., & Rand, D. G. (2014). Structural Topic Models for open-ended survey responses. American Journal of Political Science, 58(4), 1064–1082. https://doi.org/10.1111/ajps.12103

Roggeveen, A. L., Grewal, D., & Nordfält, J. (2020). The DAST framework for retail atmospherics. Journal of Retailing, 96(1), 128–137. https://doi.org/10.1016/j.jretai.2019.11.006

Russell, J. A., & Mehrabian, A. (1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11(3), 273–294. https://doi.org/10.1016/0092-6566(77)90037-X

Sánchez-Franco, M. J., Ramos, J., & Velicia, F. (2021). Understanding user perceptions of voice-activated personal assistants using STM. Computers in Human Behavior, 120, 106763. https://doi.org/10.1016/j.chb.2021.106763

Sharma, A., & Stafford, T. F. (2000). The effect of retail atmospherics on customer evaluations. Journal of Business Research, 49(2), 183–191. https://doi.org/10.1016/S0148-2963(99)00004-2

Tönnis, D., & Bolton, R. N. (2013). Effects of retail environment design on consumer behaviour: A field study. Journal of the Academy of Marketing Science, 41(6), 643–659. https://doi.org/10.1007/s11747-013-0334-6

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7

Vilnai-Yavetz, I., Berman, Z., & Zikic, J. (2021). Experiencing atmospherics: Mall experiences and consumer behaviour. Journal of Retailing and Consumer Services, 61, 102525. https://doi.org/10.1016/j.jretconser.2021.102525

Zhang, T., Zhao, Y., & Xu, H. (2024). Virtual reality retail environments and consumer knowledge: The role of mental imagery. Journal of Retailing and Consumer Services, 73, 103246. https://doi.org/10.1016/j.jretconser.2023.103246

Downloads

Published

2025-12-19

Issue

Vol. 38 No. 2 (2025): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Section

Journal Articles

License

Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.