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

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.

Automated summary

This paper investigates the differences in consumer behaviors between mobile apps and desktop browsers. The study finds that customer engagement and customer experience have a stronger positive impact on relationship quality and loyalty intention in mobile app interactions.