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

Imran Khan; Linda D. Hollebeek; Mobin Fatma; Jamid Ul Islam; Raouf Ahmad Rather; Shadma Shahid; Valdimar Sigurdsson

doi:10.1080/0267257X.2022.2106290

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

Imran Khan^*
, Linda D. Hollebeek
, Mobin Fatma
, Jamid Ul Islam
, Raouf Ahmad Rather
, Shadma Shahid
, Valdimar Sigurdsson

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

81 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	275-297
Number of pages	23
Journal	Journal of Marketing Management
Volume	39
Issue number	3-4
DOIs	https://doi.org/10.1080/0267257X.2022.2106290
State	Published - 2023
Externally published	Yes

Bibliographical note

Publisher Copyright:
© 2022 Westburn Publishers Ltd.

Keywords

Consumer behavior
customer engagement
customer experience
desktop browser
mobile apps
relationship quality

ASJC Scopus subject areas

Strategy and Management
Marketing

Access to Document

10.1080/0267257X.2022.2106290

Cite this

@article{647cc210fae04237b38493759a84d150,

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

abstract = "The growing use of mobile technologies is spawning firms{\textquoteright} adoption of mobile relationship-building techniques, including via mobile apps. However, despite the rapid rise of these technologies, little remains known regarding consumers{\textquoteright} 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{\textquoteright} 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{\textquoteright}s strategic importance. We conclude by discussing key implications that arise from our analyses.",

keywords = "Consumer behavior, customer engagement, customer experience, desktop browser, mobile apps, relationship quality",

author = "Imran Khan and Hollebeek, \{Linda D.\} and Mobin Fatma and Islam, \{Jamid Ul\} and Rather, \{Raouf Ahmad\} and Shadma Shahid and Valdimar Sigurdsson",

note = "Publisher Copyright: {\textcopyright} 2022 Westburn Publishers Ltd.",

year = "2023",

doi = "10.1080/0267257X.2022.2106290",

language = "English",

volume = "39",

pages = "275--297",

journal = "Journal of Marketing Management",

issn = "0267-257X",

publisher = "Taylor and Francis Ltd.",

number = "3-4",

}

TY - JOUR

T1 - Mobile app vs. desktop browser platforms

T2 - the relationships among customer engagement, experience, relationship quality and loyalty intention

AU - Khan, Imran

AU - Hollebeek, Linda D.

AU - Fatma, Mobin

AU - Islam, Jamid Ul

AU - Rather, Raouf Ahmad

AU - Shahid, Shadma

AU - Sigurdsson, Valdimar

PY - 2023

Y1 - 2023

N2 - 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.

AB - 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.

KW - Consumer behavior

KW - customer engagement

KW - customer experience

KW - desktop browser

KW - mobile apps

KW - relationship quality

UR - https://www.scopus.com/pages/publications/85135760553

U2 - 10.1080/0267257X.2022.2106290

DO - 10.1080/0267257X.2022.2106290

M3 - Article

AN - SCOPUS:85135760553

SN - 0267-257X

VL - 39

SP - 275

EP - 297

JO - Journal of Marketing Management

JF - Journal of Marketing Management

IS - 3-4

ER -

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

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this