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

被引：61

作者：

Khan, Imran ^{[1
]}

Hollebeek, Linda D. ^{[2
,3
,4
]}

Fatma, Mobin ^{[1
]}

Ul Islam, Jamid ^{[5
]}

Rather, Raouf Ahmad

Shahid, Shadma ^{[6
]}

Sigurdsson, Valdimar ^{[7
]}

机构：

[1] Prince Sultan Univ, Coll Business Adm, Dept Mkt, Riyadh, Saudi Arabia

[2] IPAG Business Sch, Dept Mkt & Commun, Paris, France

[3] Vilnius Univ, Dept Mkt, Vilnius, Lithuania

[4] Tallinn Univ Technol, Tallinn, Estonia

[5] Dublin City Univ, DCU Business Sch, Digital Business Informat Syst, Dublin, Ireland

[6] Canadore Coll, Brampton, ON, Canada

[7] Reykjavik Univ, Dept Business Adm, Reykjavik, Iceland

来源：

JOURNAL OF MARKETING MANAGEMENT | 2023年 / 39卷 / 3-4期

关键词：

Consumer behavior; customer engagement; customer experience; mobile apps; desktop browser; relationship quality; CONSUMER BRAND ENGAGEMENT; SCALE DEVELOPMENT; SERVICE QUALITY; PERCEIVED VALUE; CO-CREATION; E-COMMERCE; ONLINE; SATISFACTION; ANTECEDENTS; MODEL;

D O I：

10.1080/0267257X.2022.2106290

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：275 / 297

页数：23

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