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Building customer citizenship behaviour through mobile application quality: the mediating role of flow experience and customer engagement

Author

Listed:
  • Meltem Caber
  • Tahir Albayrak
  • Sezer Karasakal
  • Maria Rosario González-Rodríguez

Abstract

Mobile applications have become an indispensable marketing medium for tourism companies. Given that half of the users delete the applications soon after completing their transactions, it is vital to improving the application quality based on the users’ expectations. Thus, drawing on the Stimulus–Organism–Response theory, this study investigates the determinants of customer citizenship behaviour related to mobile travel applications. It is a type of value co-creation behaviour, including sharing feedback with the company to help improving its service provision. The analysis results of 315 data collected from travel application users revealed that flow experience and customer engagement, which are affected by mobile application quality, are strong determinants of customer citizenship behaviour. Alongside with the discussion of the findings, the theoretical and managerial implications are also provided.

Suggested Citation

  • Meltem Caber & Tahir Albayrak & Sezer Karasakal & Maria Rosario González-Rodríguez, 2024. "Building customer citizenship behaviour through mobile application quality: the mediating role of flow experience and customer engagement," Current Issues in Tourism, Taylor & Francis Journals, vol. 27(18), pages 2918-2933, September.
    • Handle: RePEc:taf:rcitxx:v:27:y:2024:i:18:p:2918-2933
    DOI: 10.1080/13683500.2023.2241606
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