Marketing

Service (business)

Chromatography

Computer security

Customer advocacy

Psychiatry

Mace

Computer science

Customer intelligence

Structural equation modeling

Business

Customer retention

Service quality

Customer experience

Conventional PCI

Advertising

Psychology

Myocardial infarction

Mobile commerce

Customer to customer

Chemistry

Sample (material)

Mobile service

Machine learning

Key (lock)

Journal of Business Research

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 1024 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.

Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers