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Customer engagement, customer equity and repurchase intention in mobile apps

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  • Ho, Mia Hsiao-Wen
  • Chung, Henry F.L.

Abstract

Our study is among the pioneering group in the mobile application (app) literature investigating customers’ repurchase decisions. Given the proliferation of mobile devices and the growing attention paid to social media marketing for facilitating customer engagement with brands, research concerning mobile apps’ customer engagement and its consequence still awaits to be developed. Our study, thus, explores how mobile apps’ customer engagement via various social media communities influences customer equity (brand, value and relationship equity) and repurchase intention. Based on the survey research using a sample of 485 existing customers of Gogoro – the largest electric scooter company in Taiwan – our study extends recent mobile app and service-dominant logic literature in unpacking the stimulus of repurchase intention towards premium brands. This study used structural equation modelling to test its hypotheses. The empirical findings suggest that mobile apps’ customer engagement positively affects customer equity, which further enhances the repurchase intention of existing customers. Our findings reveal that customer equity is a crucial mediator in explaining how repurchase intention is encouraged through the positive impact of mobile apps’ customer engagement on brand, value and relationship equity accumulation.

Suggested Citation

  • Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:13-21
    DOI: 10.1016/j.jbusres.2020.07.046
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    5. Fu, Shihui & Xue, Kunkun & Yang, Mengya & Wang, Xiaona, 2023. "An exploratory study on users' resistance to mobile app updates: Using netnography and fsQCA," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
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    7. Victoria Stanciu & Sinziana-Maria Rindasu, 2021. "Artificial Intelligence in Retail: Benefits and Risks Associated With Mobile Shopping Applications," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-46, February.
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    9. Niros, Meletios & Niros, Angelica, 2022. "Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter?," MPRA Paper 114025, University Library of Munich, Germany.
    10. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
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    12. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
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