Abstract
The growing use of mobile technologies is spawning firms’ adoption of mobile relationship-building techniques, including via mobile apps. However, despite the rapid rise of these technologies, little remains known regarding consumers’ mobile app- (vs. desktop browser) related behaviours, and this is therefore investigated in this paper. Specifically, we explore the effect of customer engagement (CE) and customer experience (CX) on customers’ relationship quality/loyalty intention across mobile app- (vs. desktop browser)-based interactions. Using structural equation modelling, we analyse data collected from 420 customers. The results reveal a stronger positive association between CE/CX and relationship quality/loyalty intention for mobile app- (vs. desktop browser)-based interactions, revealing the former’s strategic importance. We conclude by discussing key implications that arise from our analyses.
Original language | English |
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Pages (from-to) | 275-297 |
Journal | Journal of Marketing Management |
Volume | 39 |
Issue number | 3-4 |
Early online date | 2022 Aug |
DOIs | |
Publication status | Published - 2023 |
Externally published | Yes |
Bibliographical note
Publisher Copyright:© 2022 Westburn Publishers Ltd.
Subject classification (UKÄ)
- Business Administration
Free keywords
- Consumer behavior
- customer engagement
- customer experience
- desktop browser
- mobile apps
- relationship quality