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- Title
Engaging Customers Towards Mobile Application Brand Attachment and Advocacy: Multigroup Analysis of Generational Differences.
- Authors
Fauzul Azim, Sheikh Mohammad; Rahman, Sawda Mahbuba; Alam, Nabid; Sultana, Tahmina; Soykoth, Mostofa Wahid; Avik, Suranjeet Chowdhury
- Abstract
Technology service providers face challenges regarding the varying degrees of customer engagement of app-based services, and this phenomenon warrants an in-depth investigation. This research examines the antecedents and consequences of technology customer engagement and how generational differences play a role in the context of mobile banking applications. This research advances the current understanding by identifying mobile service quality dimensions as key determinants, proposing technology customer engagement as a significant driver of brand attachment and advocacy, and finding the moderating impact of the generational gap. This study guides technology service providers in creating a strategy to engage customers towards app-based services.
- Subjects
CONSUMER psychology; QUALITY of service; MOBILE apps; GENERATION gap; CONSUMERS; MOBILE banking industry; CUSTOMER relations
- Publication
Journal of Applied Business & Economics, 2024, Vol 26, Issue 3, p39
- ISSN
1499-691X
- Publication type
Article
- DOI
10.33423/jabe.v26i3.7099