A conceptual model of customer engagement through mobile applications in India Online publication date: Fri, 07-Sep-2018
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook