The Effect of Customer Experience Towards Engagement in Soco by Sociolla

Abstract. Though usage of m-commerce is increasing, the engagement for the platform is low. This research aims to optimize engagement through variable that influences customer experience. Data gathering is done through online survey and use PLS SEM method to analyze the final data. Based on the result of 407 respondents, customer experience has a significant effect towards engagement. Though, customer experience will have stronger effect towards engagement through satisfaction. The most influential antecedents in customer experience is Telepresence. The more immersed the customers in an app, the more it brings to positive customer experience. The findings provide managerial implications for marketers in multi-channel retail, specifically in beauty industry, who uses m-commerce as their channel to set strategy in optimizing customer experience and engagement in mobile application. Keywords: Customer experience; engagement; satisfaction; m-commerce; mobile application