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Customer engagement outcomes in mobile applications: Self-congruence as a moderator

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  • Khan, Imran

Abstract

Understanding customer engagement outcomes in mobile applications is essential for the success of firms. The present study examines a model to comprehend customer engagement outcomes in mobile applications. The study also tests the moderation effect of self-congruence (high vs low) in the relationship that customer engagement shares with its outcomes. 381 responses were collected thru a structured questionnaire employing random intercept surveys. The study utilized structural equation modeling for analysis purposes. The results reveal co-creation, customer retention, and customer experience as key outcomes of mobile application-based customer engagement. Further, the multi-group moderation analysis showed a significant moderation role of high and low self-congruence sub-groups. Theoretically, the results extend current literature regarding customer engagement in mobile applications by evaluating its key outcomes, and self-congruence as a moderator. For practitioners, the findings stress the importance of engaging customers with mobile applications.

Suggested Citation

  • Khan, Imran, 2023. "Customer engagement outcomes in mobile applications: Self-congruence as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002448
    DOI: 10.1016/j.jretconser.2023.103497
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