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Linda Hollebeek
Visiting professor
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Mobile app vs. desktop browser platforms : the relationships among customer engagement, experience, relationship quality and loyalty intention
Author
Summary, in English
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.
Publishing year
2023
Language
English
Pages
275-297
Publication/Series
Journal of Marketing Management
Volume
39
Issue
3-4
Document type
Journal article
Publisher
Westburn Publishers
Topic
- Business Administration
Keywords
- Consumer behavior
- customer engagement
- customer experience
- desktop browser
- mobile apps
- relationship quality
Status
Published
ISBN/ISSN/Other
- ISSN: 0267-257X