Factors Influencing Customer Engagement in Mobile Applications

Ability to engage customers is crucial for highly competitive market of mobile applications. Notwithstanding, there is no consensus in scientific literature regarding the determinants of customer engagement in mobile applications. Thus, the aim of this research is to reveal factors driving customer engagement in mobile applications. Theoretical studies on customer engagement in mobile applications and its characteristics are based on comparative and systematic analysis of scientific literature. Empirical research is performed by applying quantitative research - survey. Results of empirical research confirm all three customer engagement dimensions in using mobile applications: emotional, cognitive, and behavioural. Results of regression analysis reveal that customer sociability and technical convenience are the most important factors when considering customer engagement in mobile applications, while customer satisfaction and hedonic factors were insignificant. The manuscript provides some useful practical implications for developers how to increase customer engagement in mobile applications.