Markalı Mobil Uygulamalarda Müşteri Katılımı: Ölçek Geliştirme

Abstract

The purpose of this study is to develop a scale to measure customer engagement with branded mobile applications and to apply the scale through a research model. The scale development process used traditional methods found in the literature. Initially, a theoretical framework was established, and potential scale items were obtained from scales previously developed in the literature. The item pool generated in the study was evaluated by several experts for face and content validity. During the pilot study phase, data were collected from 102 participants. Based on the data from the pilot study and the results of the exploratory factor analysis (EFA), the necessary adjustments were applied to the scale items and the final items to be used in the main study were determined. The refined scale was tested in the main study with a sample of 391 participants. Subsequently, exploratory and confirmatory factor analyses were conducted, and the dimensions and items of the scale were finalized. The customer engagement scale developed for branded mobile applications consists of five dimensions and 23 items. Following the development of the scale, a research model was designed that incorporates the antecedents and outcomes of customer engagement and the scale was applied for the first time. To accomplish this, the study used the Construal Level Theory to examine the effects of synchronicity, localization, homophily, ease of use, perceived information level, and intrinsic enjoyment on customer engagement. In addition, the effects of customer engagement on perceived stickiness, purchase intention, and word-of-mouth were examined. Structural equation modelling (SEM) analysis was conducted on data collected from 480 users of branded fashion applications. The results of the analysis revealed that synchronicity, homophily, perceived information level, and intrinsic enjoyment positively affect customer engagement. In addition, customer engagement positively affects perceived stickiness, purchase intention, and word-of-mouth. These results highlight what companies should consider when designing mobile applications to increase and sustain customer engagement. The study also provides recommendations on how to integrate these factors into marketing communication strategies.