Article: Linking customer engagement to customer satisfaction: does mobile marketing matter? Journal: International Journal of Technology Marketing (IJTMKT) 2026 Vol.20 No.2 pp.111 - 130 Abstract: Over the past two decades, mobile marketing has opened new doors for firms to interact and engage with their target audience in a more practical way, to ensure customer satisfaction. However, the benefits of this tool in engaging customers for satisfaction have not been fully explored. To this end, our study explored the moderating role of mobile marketing in the relationship between customer engagement and satisfaction. The study also tested the direct effect of customer engagement on satisfaction in the academic environment. To do this, simple random sampling technique was utilised to select 250 students from KsTU Business School. Structural equation modelling through Smart PLS was utilised to test the study hypotheses. The findings establish a significant positive influence on mobile marketing of customer satisfaction. Customer engagement was also found to have a positive effect on customer satisfaction. However, mobile marketing did not significantly moderate the relationship between customer engagement and customer satisfaction. This means that firms cannot rely on mobile marketing to strengthen the effects of customer engagement. Rather, engagement and mobile marketing must be treated as separate drivers, each contributing independently to customer satisfaction. Inderscience Publishers - linking academia, business and industry through research

Title: Linking customer engagement to customer satisfaction: does mobile marketing matter?

Authors: Asiamah Yeboah; Samuel Agbemude; Hilda Boateng; Kezia Omane Mensah

Addresses: Department of Marketing, Kumasi Technical University, Kumasi, Ghana ' Department of Supply Chain and Information Systems, KNUST, Ghana ' Department of Marketing, Kumasi Technical University, Kumasi, Ghana ' Department of Marketing, Kumasi Technical University, Kumasi, Ghana

Abstract: Over the past two decades, mobile marketing has opened new doors for firms to interact and engage with their target audience in a more practical way, to ensure customer satisfaction. However, the benefits of this tool in engaging customers for satisfaction have not been fully explored. To this end, our study explored the moderating role of mobile marketing in the relationship between customer engagement and satisfaction. The study also tested the direct effect of customer engagement on satisfaction in the academic environment. To do this, simple random sampling technique was utilised to select 250 students from KsTU Business School. Structural equation modelling through Smart PLS was utilised to test the study hypotheses. The findings establish a significant positive influence on mobile marketing of customer satisfaction. Customer engagement was also found to have a positive effect on customer satisfaction. However, mobile marketing did not significantly moderate the relationship between customer engagement and customer satisfaction. This means that firms cannot rely on mobile marketing to strengthen the effects of customer engagement. Rather, engagement and mobile marketing must be treated as separate drivers, each contributing independently to customer satisfaction.

Keywords: customer engagement; customer satisfaction; mobile marketing; Smart PLS.

DOI: 10.1504/IJTMKT.2026.153425

International Journal of Technology Marketing, 2026 Vol.20 No.2, pp.111 - 130

Received: 26 Dec 2024
Accepted: 15 Jul 2025
Published online: 07 May 2026 *

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Title: Linking customer engagement to customer satisfaction: does mobile marketing matter?

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