Mobile app vs. desktop browser platforms : the relationships among customer engagement, experience, relationship quality and loyalty intention
(2023) In Journal of Marketing Management 39(3-4). p.275-297- 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... (More)
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.
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- author
- Khan, Imran ; Hollebeek, Linda D. LU ; Fatma, Mobin ; Islam, Jamid Ul ; Rather, Raouf Ahmad ; Shahid, Shadma and Sigurdsson, Valdimar
- publishing date
- 2023
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Consumer behavior, customer engagement, customer experience, desktop browser, mobile apps, relationship quality
- in
- Journal of Marketing Management
- volume
- 39
- issue
- 3-4
- pages
- 275 - 297
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:85135760553
- ISSN
- 0267-257X
- DOI
- 10.1080/0267257X.2022.2106290
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022 Westburn Publishers Ltd.
- id
- aa85d5bd-ab75-4478-8d49-456dfb91e743
- date added to LUP
- 2023-02-20 15:23:08
- date last changed
- 2025-04-04 15:15:46
@article{aa85d5bd-ab75-4478-8d49-456dfb91e743,
abstract = {{<p>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.</p>}},
author = {{Khan, Imran and Hollebeek, Linda D. and Fatma, Mobin and Islam, Jamid Ul and Rather, Raouf Ahmad and Shahid, Shadma and Sigurdsson, Valdimar}},
issn = {{0267-257X}},
keywords = {{Consumer behavior; customer engagement; customer experience; desktop browser; mobile apps; relationship quality}},
language = {{eng}},
number = {{3-4}},
pages = {{275--297}},
publisher = {{Taylor & Francis}},
series = {{Journal of Marketing Management}},
title = {{Mobile app vs. desktop browser platforms : the relationships among customer engagement, experience, relationship quality and loyalty intention}},
url = {{http://dx.doi.org/10.1080/0267257X.2022.2106290}},
doi = {{10.1080/0267257X.2022.2106290}},
volume = {{39}},
year = {{2023}},
}