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A Systematic Literature Review on Factors Affecting Customer Engagement in Mobile Applications

A Systematic Literature Review on Factors Affecting Customer Engagement in Mobile Applications

Naina Sobti (Manav Rachna University, India), Vikas Sharma (USB, Chandigarh University, India), and Kirti Khanna (Faculty of Management Studies - UG, Manav Rachna International Institute of Research and Studies, India)
Copyright: © 2023 |Pages: 14
DOI: 10.4018/978-1-6684-8312-1.ch002
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Abstract

The purpose of this research study is to understand the key factors that affect customer engagement in mobile applications. This paper is an attempt at synthesizing all the available literature in this area through a systematic literature review methodology using PRISMA of 31 papers from the year 2000 to December 2021 extracted from Scopus, and arriving at a conceptual framework and proposed model which can be tested empirically later in future research studies. The concept of customer engagement has been widely researched and analysed over the past decade, but the factors affecting customer engagement in mobile applications have emerged in the literature in recent years only, and specific factors have not been highlighted can be discussed in more detail. This study proposed a conceptual framework which shows that mainly three factors are responsible for mobile app engagement which are hedonic factors, utilitarian factors, and social factors.
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Problem Statement

It has been observed despite the rising interest in customer engagement and vast literature available on the subject most of the work is fragmented in nature and needs consolidation (Pansari & Kumar, 2017); most of the studies on customer engagement in mobile applications focus only on limited elements such as antecedents or consequences one step at a time, and there are no detailed systematic literature reviews on the subject. It has been observed that many organisations are not completely aware of factors influencing customer engagement specifically in case of mobile applications and its consequences for the creation of brand image (McLean,2018). This learningpurposes to address these investigation gaps by responding following questions:

What are the major conceptualizations of Customer Engagement in Mobile Applications?

What are theories being referred to while discussing Customer Engagement in Mobile Applications?

What are the Factors which affect Customer Engagement in mobile applications?

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