Mobile app vs. desktop browser platforms: the relationships among customer engagement, experience, relationship quality and loyalty intention

Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, Raouf Ahmad Rather, Shadma Shahid, Valdimar Sigurdsson

Research output: Contribution to journalArticlepeer-review

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 languageEnglish
Pages (from-to)275-297
JournalJournal of Marketing Management
Volume39
Issue number3-4
Early online date2022 Aug
DOIs
Publication statusPublished - 2023
Externally publishedYes

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

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