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

Ami Fitri Utami, Irwan Adi Ekaputra, Arnold Japutra, and Sebastiaan Van Doorn

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).

Introduction

In the competitive landscape of e-companies, customer engagement is an essential determinant of a firm long-term competitive advantage (Lim et al., 2019). Customer engagement constitutes a behavioral manifestation that represents customer's action to voluntarily contribute their resources, for example, time and efforts to the firm or brand beyond the purchase transaction (Jaakkola & Alexander, 2014). Customer engagement through in-service feedback options and extensive customer relationship building has proven pivotal for financial performance (Brodie et al., 2013; Verleye et al., 2014) and allows customer co-creation through their emotional feedback and cognitive experiences resulting from service interactions (Zhang et al., 2017)....

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