Mobile app vs. desktop browser platforms: the relationships among customer engagement, experience, relationship quality and loyalty intention
Khan, Imran, Hollebeek, LindaORCID: 0000-0002-1282-0319, Fatma, Mobin, Islam, JamidORCID: 0000-0002-2545-5162, Rather, RaoufORCID: 0000-0002-9242-1165 and Shahid, ShadmaORCID: 0000-0002-4041-2195
(2022)
Mobile app vs. desktop browser platforms: the relationships among customer engagement, experience, relationship quality and loyalty intention.
Journal of Marketing Management, 39
(3-4).
pp. 275-297.
ISSN 1472-1376
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.