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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| This study examines the impact of mobile app usage, responsive design implementation, and marketing strategies on customer engagement and revenue growth, with user experience as a mediating factor. Relevant data were collected through Structural Questionnaire from 183 respondents in Lazada Malaysia. The research uses quantitative research approach to answering research questions and the data collected are analysed using IBM SPSS software. The conducted data analysis found that the actual use of mobile applications, the responsiveness of site, and marketing communication have positive impacts on customers’ engagement and revenue improvements. Also, the user experience intervenes between these independent variables and the dependent variable showing the role it plays in influencing the level of customers’ satisfaction and business success. This means that while some variables are relatively moderately reliable internally, there are others that we can consider as less reliable hence areas that we need to work in. Examining the real-life implications of the study, it would be possible to recommend that e-commerce platform should focus on such improvements as user experience, mobile optimization, and responsiveness to help customers engage and generate more sales. The future studies may look at other variables, broader geographical area and different ecommerce websites to get a broader understanding about customer behaviours in the virtual marketplace. |
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