An examination of mobile app user behavior on customer lifetime value: A case study of a retail chain in Kano.
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- NGN 5000
Background of the study
Mobile app user behavior is a critical determinant of customer lifetime value (CLV) for retail chains, particularly as mobile apps become a primary channel for consumer interaction. This study examines how a retail chain in Kano leverages insights from mobile app user behavior—such as browsing patterns, purchase history, and engagement metrics—to enhance CLV. By analyzing user interactions within the app, marketers can identify trends and preferences that inform personalized marketing strategies and retention efforts (Oluwaseun, 2023). Effective use of data analytics allows the retail chain to tailor promotional activities and improve the overall customer experience, leading to increased spending and loyalty over time. Research shows that optimized app experiences contribute to higher CLV by reducing churn and fostering repeat purchases (Okeke, 2024). However, challenges such as data privacy, technical limitations, and the complexity of behavioral analysis may hinder these efforts. This study will assess the relationship between mobile app usage and CLV, offering recommendations for enhancing customer value through targeted app improvements (Chinwe, 2025).
Statement of the problem
Retail chains in Kano often face challenges in maximizing customer lifetime value due to limited insights into mobile app user behavior. Inadequate analysis of user interactions can result in generic marketing efforts that fail to boost customer retention and spending. Despite investing in mobile apps, the lack of a data-driven approach hinders the development of personalized strategies that could enhance CLV. This study aims to identify the barriers in capturing and leveraging mobile app data and to assess their impact on long-term customer value, providing solutions to optimize user experience and increase retention (Oluwaseun, 2023; Okeke, 2024).
Objectives of the study:
To evaluate the impact of mobile app user behavior on customer lifetime value.
To identify challenges in capturing and analyzing user behavior data.
To recommend strategies for optimizing app features to enhance CLV.
Research questions:
How does mobile app user behavior influence customer lifetime value?
What challenges hinder effective data analysis of user behavior?
What strategies can improve CLV through enhanced app experiences?
Significance of the study
This study is significant as it provides valuable insights into the relationship between mobile app user behavior and customer lifetime value for retail chains in Kano. The findings will inform strategies to optimize app design and personalized marketing, ultimately boosting customer retention and revenue. (Chinwe, 2025)
Scope and limitations of the study:
The study is limited to a single retail chain in Kano and focuses exclusively on the impact of mobile app user behavior on customer lifetime value, without addressing external market factors.
Definitions of terms:
Mobile App User Behavior: Patterns and interactions of users within a mobile application.
Customer Lifetime Value (CLV): The total worth of a customer to a business over the entire relationship.
Retail Chain: A network of retail outlets operating under a common brand.
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