Abstract
This research investigates the role of interactivity and service quality toward customer engagement (i.e., co-developing, influencing, augmenting, mobilizing) in the context of mobile e-commerce applications (apps). Based on a survey of 717 mobile e-commerce app users in Indonesia, the study utilizes a quantitative approach using Partial Least Squares-Structural Equation Modeling
(PLS-SEM) to test the conceptual framework. The findings show that interactivity positively related to all forms of customer engagement behavior (i.e., co-developing, influencing, augmenting, mobilizing), and service quality moderates the relationships between interactivity on augmenting and mobilizing. This study offers a more detailed understanding of the role of interactivity and
service quality in each dimension of customer engagement. As such, this study complements prior insights on value co-creation in a multi-stakeholder service system.
(PLS-SEM) to test the conceptual framework. The findings show that interactivity positively related to all forms of customer engagement behavior (i.e., co-developing, influencing, augmenting, mobilizing), and service quality moderates the relationships between interactivity on augmenting and mobilizing. This study offers a more detailed understanding of the role of interactivity and
service quality in each dimension of customer engagement. As such, this study complements prior insights on value co-creation in a multi-stakeholder service system.
| Original language | English |
|---|---|
| Pages (from-to) | 269-291 |
| Number of pages | 23 |
| Journal | International Journal of Market Research |
| Volume | 64 |
| Issue number | 2 |
| Early online date | 28 Jun 2021 |
| DOIs | |
| Publication status | Published - Mar 2022 |