Editorial for the Special Section on Research on consumer evaluation of mobile applications: Does interactivity matter?

Abstract

Information technology advancement, internet revolution and mobile phone penetration have enabled organisations to revolutionize their service delivery patterns (Shankar and Jebarajakirthy, 2019; Shankar et al., 2020). Organisation are using a variety of innovative electronic channels to enhance the consumer reachability and achieve competitive advantages in a cost-effective manner (Islam et al., 2021). Among all electronic service delivery channels, mobile applications are one of the most promising channels with a great degree of ubiquity and localization (Koenig-Lewis et al., 2010; Shankar, 2021). Mobile applications are beneficial for both service providers and consumers. They enable consumers to avail customized services anytime from anywhere and allow organisations to provide cost-effective and time-efficient services to consumers (Shankar and Jain, 2021).