Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior

Online customer experience is now a crucial business component. The present study examines the association between Online Customer Experience (OCE), Customer Brand Relationships (CBR) and Customer Citizenship Behavior (CCB) in the context of mobile shopping applications (MSAs) through a survey of 410 Indian consumers of MSAs, following judgment sampling. Subsequently, CB-SEM was used. OCE's pragmatic and affective dimension significantly impacts CBR outcomes of satisfaction, loyalty and repurchase intention toward MSAs. CBR outcomes exert different impacts on CCB components, loyalty being the most crucial predictor of these components. The findings provide strategic implications for e-retailers operating through MSAs, promoting CCB.