CONSUMER ADOPTION BEHAVIOUR TOWARDS MOBILE APPS
The way consumers are interacting with the brands are been revolutionized through Mobile Apps (MA). Customer experiences on empirical research are less, hence this research aims to analyze how MA integration in shopping can lead to improved customer experience. An online survey was conducted to the consumers of Mobile Apps (MA). Total responses were analyzed using Partial Least squares-structural equation modelling. In addition, the study has practical implications for retailers deploying Mobile Apps (MA) in services offered to their customers.