# The Role of Mobile Application Acceptance in Shaping E-Customer Service
###### Abstract  
Most retailers are integrating their practices with modern technologies to enhance the effectiveness of their operations. The adoption of technology aims to enable businesses to accurately meet customer needs and expectations. This study focused on examining the role of mobile application (app) acceptance in shaping customer electronic experience. A mixed method was adopted, in which qualitative data were collected using interviews, and quantitative data were gathered using the questionnaires. The results indicate that mobile app acceptance contributes to a positive customer experience while purchasing products and services from online retailers. Mobile apps are associated with benefits, such as convenience, ease of use, and the ability to access various products and services. With the rapid development in technology, e-commerce retailers should leverage such innovations to meet customer needs.  
e-commerce; mobile app; acceptance; e-customer service; experience and engagement +
Footnote †: journal: _Future Internet_  
acceptance in shaping e-commerce service, especially enhancing the shopping experience for online consumers.  
The number of customers who purchase products and services through e-commerce platforms in the Middle-East has significantly increased. As e-commerce is evolving, retailers are compelled to tailor their strategies to suit the new patterns of customer demand. To handle the increased traffic and order placement, e-commerce retailers are leveraging mobile apps to create loyalty and improve customer experience [3]. E-commerce stores may become more convenient and appealing regarding time and purchasing modalities [4]. Despite the rapid innovation affecting service and product delivery across different sectors of the economy, there is a gap in knowledge concerning the role and effectiveness of mobile app acceptance in shaping e-commerce services. In this regard, there is a need to contribute to the existing studies about the importance of mobile app acceptance in enhancing convenience among customers who purchase e-commerce services.  
E-customer service refers to the process of supporting shoppers through online platforms [4]. The support for online businesses accounts for challenges experienced by retailers when serving customers, such as a high volume of service and support requests. The main types of e-customer service include walk-in service departments, phone and email support, self-service content, and communities and forums. Customer experience refers to the behavioral responses during all the stages of consumption processes. Customer engagement refers to the interaction between the company and consumers through different channels.  
This study aims to examine the role of mobile app acceptance in shaping e-customer service. The multiple features associated with mobile app acceptance, such as offline features, easy navigation, and build for the smartphone, shape e- customer service. Therefore, this study is guided by the following objectives:  
1. To investigate the effects of mobile app acceptance on e-commerce service delivery;
2. To explore factors contributing to the increasing use of mobile app acceptance in e-commerce;
3. To investigate the way mobile app acceptance is shaping e-customer service.  
The research questions include the following:  
Q1--How is mobile app acceptance influencing e-customer service?  
Q2--How is mobile app acceptance influencing customer experience and engagement?  
Q3--What are the factors that deter the use of mobile app acceptance by e-commerce retailers and customers?