التفاصيل البيبلوغرافية
| العنوان: |
Mobile app vs. desktop browser platforms: the relationships among customer engagement, experience, relationship quality and loyalty intention. |
| المؤلفون: |
Khan, Imran1 (AUTHOR) imrankaifi@gmail.com, Hollebeek, Linda D.2,3,4 (AUTHOR), Fatma, Mobin1 (AUTHOR), Islam, Jamid Ul5 (AUTHOR), Rather, Raouf Ahmad6 (AUTHOR), Shahid, Shadma7 (AUTHOR), Sigurdsson, Valdimar8 (AUTHOR) |
| المصدر: |
Journal of Marketing Management. Mar2023, Vol. 39 Issue 3/4, p275-297. 23p. 2 Diagrams, 2 Charts. |
| مصطلحات موضوعية: |
*CUSTOMER relations, *CUSTOMER loyalty programs, *LOYALTY, *MOBILE app developers, RELATIONSHIP quality, MOBILE apps, STRUCTURAL equation modeling |
| مستخلص: |
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. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Business Source Index |
