Customer Engagement in the Digital Era:

Testing Service Attributes in Malaysian Mobile Commerce

Abstract

Mobile commerce has become a dominant force in shaping consumer–brand interactions, particularly in emerging markets such as Malaysia. This study investigates the influence of personalisation, responsiveness, and ubiquitous connectivity on customer engagement in mobile commerce. Data were collected from 129 Malaysian consumers with mobile shopping experience, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess both measurement and structural models. The results reveal that responsiveness and ubiquitous connectivity significantly enhance customer engagement, while personalisation shows no significant effect. These findings challenge traditional assumptions regarding the universality of personalisation as an engagement driver and instead highlight the growing importance of accessibility and timely service in digital commerce. The study contributes theoretically by extending digital engagement frameworks and practically by offering insights for businesses to prioritise responsiveness and seamless connectivity in mobile service strategies.