The relationships among mobile travel application attributes, customer engagement, and brand equity

Abstract

In this study we investigated the relationships among mobile travel application (app) attributes, customer engagement, and brand equity with 518 participants who were current users of these apps. Results show that perceived usefulness, perceived price advantage, and user interface attractiveness positively influenced customer engagement with mobile travel apps, whereas perceived ease of use had no significant effect. Additionally, mobile travel app engagement was found to be significantly and positively related to brand awareness and brand loyalty. Finally, mobile travel app engagement mediated the effects of perceived usefulness, perceived price advantage, and user interface on both brand awareness and brand loyalty. Our findings indicate that improving travel app attributes enhanced customer engagement with these apps, and this, in turn, increased brand equity.