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

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...