Developing a mobile application customer experience model (MACE) - implications for retailers
McLean, Graeme and Al-Nabhani, Khalid and Wilson, Alan (2018) Developing a mobile application customer experience model (MACE) - implications for retailers. Journal of Business Research, 85. pp. 325-336. ISSN 0148-2963 (https://doi.org/10.1016/j.jbusres.2018.01.018)
Preview |
Text.
Filename: McLean_etal_JBR_2018_Developing_a_mobile_application_customer_experience_model.pdf
Accepted Author Manuscript License: Download (702kB)| Preview |
Abstract
This paper examines the customer experience in relation to retailers’ m-commerce mobile applications. The research aims to understand the variables capable of influencing the customer experience during use of retailers’ m-commerce mobile applications, resulting in the development of a Mobile Application Customer Experience Model (MACE). Through the use of structural equation modelling on a sample of 1,024 consumers, the findings of the research highlight the importance of utilitarian factors in driving an effective customer experience. In contrast to the e-commerce environment with regard to flow theory, this research highlights that customers are conscious of the length of time spent completing an activity on an m-commerce mobile application, thus should customers perceive to spend longer than necessary using the application, it will result in a negative customer experience. Additionally, the findings illustrate that gender and smartphone screen-size play a moderating role on the customer experience. The findings provide key managerial implications for retailers on how to provide an excellent customer experience through mobile applications as a service delivery channel.
ORCID iDs
McLean, Graeme ORCID: https://orcid.org/0000-0003-3758-5279, Al-Nabhani, Khalid ORCID: https://orcid.org/0000-0002-9941-5710 and Wilson, Alan ORCID: https://orcid.org/0000-0002-5491-1876;-
-
Item type: Article ID code: 63220 Dates: DateEvent30 April 2018Published3 February 2018Published Online8 January 2018AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 07 Feb 2018 14:35 Last modified: 26 Nov 2024 04:54 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/63220