Abstract
Extensive use and adaptation of smartphones, tablets, and other mobile devices determined growing popularity of mobile applications among consumers. The popularity of mobile applications is closely related to the changes of consumer needs and behaviour. Moreover, the usage of mobile applications has a potential for the development of consumer engagement state through the creation of the exceptional experience. Consumer engagement in the usage of mobile applications may have an impact on consumers’ loyalty and intentions to recommend and repetitively use mobile application. Mobile applications should enable consumer engagement resulting in beneficial consumers’ solutions for enterprises. Considering results of the prior researches in this area, it is known that the main factor determining decision not to use mobile application (to delete or reject it) is a poor usability. Poor usability of mobile applications can be a result of different reasons including an inadequate selection of the aspects of mobile application ignoring consumers’ usage goals. Therefore, this paper aims to identify key aspects of mobile applications that potentially have an impact on its usage and consumer engagement. The paper proposes a theoretical framework that integrates aspects of mobile application affecting applications’ usability and, therefore, consumer engagement, and consequences of it. The framework is based on the overview of conceptual and empirical studies of consumer engagement in a mobile environment, aspects of the mobile application and mobile applications’ user’s typology.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Abolfazli, S., Sanaei, Z., Gani, A., Xia, F., & Yang, L. T. (2014). Rich mobile applications: Genesis, taxonomy, and open issues. Journal of Network and Computer Applications, 40, 345–362.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.
Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191–200.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
Cheung, C. M. K., Shen, X. L., Lee, Z. W. Y., & Chan, T. K. H. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241–250.
Cortimiglia, M. N., Ghezzi, A., & Renga, F. (2011). Mobile applications and their delivery platforms. IT Professional, 13(5), 51–56.
Deloitte. (2012). Tech trends 2012. Retrieved December 10, 2015, from http://www2.deloitte.com/content/dam/Deloitte/au/Documents/technology/deloitte-au-technology-tech-trends-2012.pdf
Ericson, L., Herring, L., & Ungerman, K. (2014). Busting mobile-shopping myths. Retrieved November 3, 2015, from http://www.mckinsey.com/insights/consumer_and_retail/busting_mobile_shopping_myths
Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479–505.
Hoehle, H., & Venkatesh, V. (2015). Mobile application usability: Conceptualization and instrument development. MIS Quarterly, 139(44), 204.
Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Hui-Yi, H., & Ling-Yin, S. (2010). Uses and gratifications of mobile application users. ICEIE 2010 International Conference on Electronics and Information Engineering, Volume 1, pp. 315–319.
Husson, T. (2011). How mature is your mobile strategy? Forrester Research. Retrieved October 15, 2015, from http://blogs.forrester.com/thomas_husson/10-10-19-how_mature_is_your_mobile_strategy
Ickin, S., Wac, K., Fiedler, M., Janowski, L., Hong, J. H., & Dey, A. K. (2012). Factors influencing quality of experience of commonly used mobile applications. Communications Magazine, 50(4), 48–56.
Javornik, A., & Mandelli, A. (2013). Research categories in studying customer engagement. AM2013 Academy of Marketing Conference. Cardiff.
Kang, J., & Park-Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 14(2), 312–328.
Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361–370.
Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management: An International Journal, 17(1), 115–134.
Oinas-Kukkonen, H., Oinas, H., Kurkela, V., & Oy, A. (2003). Developing successful mobile applications. International Conference on Computer Science and Technology (CST 2003), Cancun, Mexico, 19–21 May 2003.
Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane, pp. 4–6.
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304–329.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
Williams, T., Slama, M., & Rogers, J. (1985). Behavioral characteristics of the recreational shopper and implications for retail management. Journal of the Academy of Marketing Science, 13(3), 307–316.
Zhao, Z., & Balagué, C. (2015). Designing branded mobile apps: Fundamentals and recommendations. Business Horizons, 58(3), 305–315.
Acknowledgements
This research was funded by a grant (No. MTEPI-P-15030) from the R&D and Innovation Fund of Kaunas University of Technology.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing AG
About this paper
Cite this paper
Gatautis, R., Tarute, A. (2017). Consumer Engagement in the Context of Mobile Applications’ Usage. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Country Experiences in Economic Development, Management and Entrepreneurship. Eurasian Studies in Business and Economics, vol 5. Springer, Cham. https://doi.org/10.1007/978-3-319-46319-3_56
Download citation
DOI: https://doi.org/10.1007/978-3-319-46319-3_56
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-46318-6
Online ISBN: 978-3-319-46319-3
eBook Packages: Business and ManagementBusiness and Management (R0)