Engaging Customers Towards Mobile Application Brand Attachment and Advocacy: Multigroup Analysis of Generational Differences

Technology service providers face challenges regarding the varying degrees of customer engagement of app-based services, and this phenomenon warrants an in-depth investigation. This research examines the antecedents and consequences of technology customer engagement and how generational differences play a role in the context of mobile banking applications. This research advances the current understanding by identifying mobile service quality dimensions as key determinants, proposing technology customer engagement as a significant driver of brand attachment and advocacy, and finding the moderating impact of the generational gap. This study guides technology service providers in creating a strategy to engage customers towards app-based services.