期刊
JOURNAL OF MARKETING MANAGEMENT
卷 39, 期 3-4, 页码 275-297出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2022.2106290
关键词
Consumer behavior; customer engagement; customer experience; mobile apps; desktop browser; relationship quality
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.
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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