Investigating the Impact of Customer Engagement on Customer Value in Case of Mobile Travel Apps

Companies have developed mobile apps to capture the time the consumers spend on mobile phones and thus engaging them for delivering value. Review of literature has highlighted that less work has been done to comprehend the relationship between Customer Engagement and Customer Value. Therefore, in order to help organizations in formulating context-specific decisions, this research paper investigates the relationship between Customer Engagement and Customer Value in the case of mobile travel apps. The survey of 200 users of mobile travel apps from Jammu city was conducted employing non-probability sampling. A structured questionnaire was developed and personally administered. ANOVA, descriptive analysis, regression and reliability analysis were performed using SPSS 17. The findings proposed that travel app companies can actively incorporate strategies to enhance Customer Engagement, which eventually delivers higher value to the customers. The results could help the travel app companies in engaging customers for better marketing of its services by delivering enhanced customer value thus strengthening its customer relationships.