A Systematic Literature Review on Factors Affecting Customer Engagement in Mobile Applications

Abstract

The purpose of this research study is to understand the key factors that affect customer engagement in mobile applications. This paper is an attempt at synthesizing all the available literature in this area through a systematic literature review methodology using PRISMA of 31 papers from the year 2000 to December 2021 extracted from Scopus, and arriving at a conceptual framework and proposed model which can be tested empirically later in future research studies. The concept of customer engagement has been widely researched and analysed over the past decade, but the factors affecting customer engagement in mobile applications have emerged in the literature in recent years only, and specific factors have not been highlighted can be discussed in more detail. This study proposed a conceptual framework which shows that mainly three factors are responsible for mobile app engagement which are hedonic factors, utilitarian factors, and social factors.