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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

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

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