Developing a mobile application customer experience model (MACE) - implications for retailers

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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 1,024 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.
Original languageEnglish
Pages (from-to)325-336
Number of pages12
JournalJournal of Business Research
Early online date3 Feb 2018
Publication statusPublished - 30 Apr 2018


  • customer experience
  • mobile applications
  • retailers
  • digital customer experience
  • mobile service delivery

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