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

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    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.

    Author(s):McLean, Graeme, Al-Nabhani, Khalid ORCID logoORCID: https://orcid.org/0000-0002-9941-5710 and Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876
    Item type:Article
    ID code:63220
    Keywords:customer experience, mobile applications, retailers, digital customer experience, mobile service delivery, Marketing. Distribution of products, Marketing
    Subjects: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:17 Jan 2020 19:55
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/63220
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