# The Role of Mobile Application Acceptance in Shaping E-Customer Service
## 5. Discussion  
Modern technology is helping customers to alter the way they interact with sellers as well as keep track of their purchases. This study is consistent with [1,4], who established that technological innovations, such as integrating mobile apps with e-commerce retailers, have improved customer satisfaction. The rapid evolution of technology has led to improved service delivery by online retailers. For instance, e-commerce retailersare integrating modern technologies with their processes to enhance the efficient delivery of services and further improve customer experience. With the ever-changing business environment, businesses are compelled to embrace innovation and integrate technology in the processes to enhance the efficient delivery of services. On the contrary to this finding, [5] stated that human and social elements are absent in most mobile apps affecting the acceptance levels among users. This aspect is considered one of the challenges, which have affected the continuous growth of e-commerce. Although this study emphasizes the importance of mobile app acceptance in improving customer experience, there is insufficient knowledge concerning potential challenges associated with mobile app acceptance. Therefore, there is a need for further investigation concerning the challenges associated with mobile app acceptance to customers who purchase products and services using e-commerce platforms. The user perceptions towards human aspects of online products and services significantly influence their acceptance of mobile app and shopping practices. In this regard, consumers have a high preference to accept mobile apps that have verbal information on their online content because it shapes their overall choice, judgment, and cognitive effort in the virtual shopping environments [1]. However, this aspect has not been identified in the study since the focus was given on the role of the mobile app in shaping consumer experience. To bridge the gap, future scholars should examine the corresponding challenges associated with the mobile app from customers' perspectives. In this study, the findings revealed that mobile apps are integrated with specific features that provide customers with real-time information concerning new offers, discounts, and a variety of products offered by retailers. The analysis indicates that the high level of customer engagement would inherently contribute to the high acceptance rate by customers. However, the finding by [6] is inconsistent with this study as they stated that the high acceptance rate for the mobile app is experienced among tech-savvy individuals. In regard to this, the findings cannot be generalized across all customer groups. To bridge this gap, future scholars are required to target specific customer groups while examining the role of mobile app acceptance on customer experience to enhance the generalization of the results. The results indicate that mobile app acceptance would contribute to improved customer experience because of convenience while placing orders and making payments. Integration of technology through e-commerce platforms ensures that companies deliver services that align with customer expectations. For instance, mobile apps enable customers to access products and services from their homes. This result is consistent with [2; 7], who suggest that most people have access to mobile phones and the app acceptance increases consumer engagement with vendors through Internet connections. It allows users to connect with each other across the world by using the Internet and their mobile gadgets. Features, such as interactive capabilities, result in high consumer engagement that enhances the users' intention to use the mobile application in doing online business. Mobile app acceptance is an indicator of stable and positive customer experience and engagements. The ability to engage customers continuously is essential to survive the market competition, such as the mobile app market.