The role of interactivity on customer engagement in mobile e-commerce applications

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.

Social media engagement in the maritime industry during the pandemic

“…Consequently, managing companies' SM posts is considered a stakeholder engagement marketing strategy and brand management metric ( Rietveld et al, 2020 ) because appealing brand pages and frequently updated brand postings are required to keep stakeholders interested and forge long-term working relationships with them ( Wagner et al, 2017 ). Hence, it is not easy to engage stakeholders online ( Utami et al, 2022 ). To measure a stakeholder's level of commitment to a brand during a specific consumer/brand interaction i.e., digital engagement, many studies used metrics such as “likes”, “comments”, and “shares” that the SM post receives ( Kang et al, 2021 ; Onofrei et al, 2022 ; Vazquez, 2020 ; Yang et al, 2019 ).…”

Partners we can trust: the role of employee engagement influencing partnerships’ relationship quality in the voluntary sector

“…Following the call to broaden the model’s scope in use (Barroso-Méndez et al , 2015), we use satisfaction and EE in this study. Satisfaction involves cognitive and affective processes and other psychological influences (Rather, 2018; Rehman et al , 2020; Utami et al , 2021). A commonly used definition of satisfaction adopts a disconfirmation perspective of consumer satisfaction or dissatisfaction, suggesting that satisfaction results from interaction and post-evaluation (Bilro and Loureiro, 2021; Proenca and Rodrigues, 2021).…”

Assessing and improving co-creation in services: the customer-centric matrix

“…When developing new or improved offerings, the firm’s primary role when collaborating with customers is to support them in co-creating value (Prahalad and Ramaswamy, 2004). Firms are also increasingly encouraging customer participation in the service experience (Sjödin and Kristensson, 2012; Utami et al , 2021; Silanoi et al , 2022). Previous research has focused on the activity of co-creation, including determinants of co-creation from the perspective of both firms and customers, as well as the positive and negative consequences of co-creation (Jaakkola et al , 2015).…”

“…To accomplish this, firms need practical knowledge and conceptual tools that help them understand and integrate customers into the co-creation process more easily (Carrillo et al , 2019). Firms must favour customer involvement by promoting interactivity because there is a positive relationship between interactivity and customer engagement (Utami et al , 2021). This can be achieved by using new forms of digital communication.…”