Interplay between online customer experience and customer citizenship behaviour towards mobile shopping applications

In the service industry, embracing customers as valuable resources and stimulating their citizenship behaviours provides a competitive edge. However, there is a dearth of studies on customer citizenship behaviour (CCB) in mobile application services. This study focuses on how online customer experience (OCE), particularly in mobile shopping applications (MSAs), affects CCB. Data from 410 Indian MSA users were collected and analysed using structural equation modelling. The analysis reveals that two aspects of the customer experience – cognitive (users' perceptions and thoughts about the app) and sensory (the app's design and visual appeal) – strongly influence key CCB elements, such as customer advocacy, helpfulness, and tolerance. The findings emphasise the relevance of OCE in improving CCB towards MSAs. It will assist marketers in formulating effective branding strategies that drive value co-creation and long-term customer engagement.