From AR quality to loyalty: loyalty model for AR mobile fashion applications

Purpose Augmented reality (AR) enables the integration of online and offline experiences in digital retail, particularly in the continuously growing fashion market. This study aims to analyse AR user loyalty in fashion applications by integrating the quality-satisfaction-loyalty model and the dual path value model. Design/methodology/approach This study involved 432 active AR users in fashion applications, who were analysed using structural equation modelling. Findings The findings confirm the integration of the quality-satisfaction-loyalty model and the dual path value model in predicting satisfaction and loyalty towards AR. Practical implications Fashion brands and marketers can strategically integrate high-quality AR features into mobile applications to provide seamless and immersive shopping experiences, leveraging AR-driven promotional activities to strengthen customer value, satisfaction and long-term loyalty. Originality/value To the best of the authors’ knowledge, this study is the first to analyse AR quality and integrate the quality-satisfaction-loyalty model with the dual path value model to assess its impact on AR user loyalty in mobile fashion applications.