Engagement towards mobile-ticketing applications: How do North African mobile users build their engagement through perceived service quality?

Purpose: the aim of this study is to examine the determinants of perceived quality of mobile-ticketing and its impact on the engagement of mobile users towards applications of companies in the tertiary sector. Design/methodology/approach: an exploratory qualitative study is conducted among end-users of mobile-ticketing applications. Data includes 21 semi-structured interviews with end-users exclusively from service provider platforms. Findings: this study delimits the determinants of perceived quality for a mobile-ticketing service and their role in the engagement building process towards the Application brand. It shows that engagement is conditioned by the quality of service and satisfaction in a mobile-ticketing context. Originality: this article extends the theory on perceived service quality by integrating different determinants specific to mobile-ticketing. It is one of the first specialized researches in a mobile service domain and that studies a specific branch of mobile marketing, while the majority of studies address electronic service quality.

HATHOUT, sara; HATHOUT, chaimae; ABBA, rihab

Revue Française d'Economie et de Gestion (2023)

PDF sur le site de l’éditeur

Import OAI-PMH · Identifiant source : oai:ojs2.revuefreg.fr:article/1281