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The Use of Mobile Applications in Shopping: A Focus on Customer Experience

Author

Listed:
  • Marko Mäki

    (Haaga-Helia University of Applied Sciences, Helsinki, Finland)

  • Teemu Kokko

    (Haaga-Helia University of Applied Sciences, Helsinki, Finland)

Abstract

This exploratory paper focuses on the use of mobile applications in shopping from the customer activation point of view. Empirical survey data was collected from 23 mobile shopping application users, and the major findings indicate that mobile applications present a modern and flexible channel for supporting and intensifying customer participation. However, in order to guarantee a long-term customer relationship, the application must be integrated with the service development and refinement activities of a service company. It is also essential that applications have a high technological quality and create a long-term relationship between the customer and the company based on a cumulative learning process. In addition, the motivation to upload the application is strongly based on the perceived benefits of using the application. Therefore, it seems beneficial to develop mobile applications in conjunction with customers. In all, more research is needed, ideally involving close co-operation between practitioners and academic researchers.

Suggested Citation

  • Marko Mäki & Teemu Kokko, 2017. "The Use of Mobile Applications in Shopping: A Focus on Customer Experience," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 9(2), pages 59-74, April.
    • Handle: RePEc:igg:jesma0:v:9:y:2017:i:2:p:59-74
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    Cited by:

    1. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.

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