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A conceptual model of customer engagement through mobile applications in India
by Smitha Girija; Devika Rani Sharma
International Journal of Indian Culture and Business Management (IJICBM), Vol. 17, No. 3, 2018


Abstract: The rise in technology and deregulation of the telecom industry has led to the growth of mobile phones in India. The Zinnov Consumer Research 2016 indicates that the behaviour of consumers has evolved significantly over the last two years in India with 58% of mobile users access internet through mobile devices. With technology becoming accessible and markets becoming ever competitive the ability to engage customers is highly crucial. Customers also have become more demanding than ever. The purpose of this article is to synthesise the existing and available literature on this newly emerging topic - customer engagement through mobile applications in India. The objective was to identify various factors influencing the various online engagement activities of an average Indian customer on a mobile platform. With the help of exploratory research four major factors were identified - technological, psychological, monetary and cultural factors. Based on the identified factors a conceptual framework is proposed.

Online publication date: Wed, 08-Aug-2018


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