Effect of Mobile Servicescape on Customer Engagement with Moderating Effect of Gender for Cab Booking Service
Shehna Sherafudeen1, Debajani Sahoo2

1Shehna Sherafudeen, Research Scholar, ICFAI Business School, IBS Hyderabad (Telangana), India.
2Dr. Debajani Sahoo*, Associate Professor, Department of Marketing and Strategy, ICFAI Business School, IBS Hyderabad (Telangana), India.
Manuscript received on 23 May 2022. | Revised Manuscript received on 28 May 2022. | Manuscript published on 30 July 2022. | PP: 21-28 | Volume-11 Issue-2, July 2022. | Retrieval Number: 100.1/ijrte.B70480711222 | DOI: 10.35940/ijrte.B7048.0711222
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Abstract: A current transition to the mobile services from the websites has gained research attention mainly in the area of mobile servicescape and its corresponding effects on the consumer responses. The customer engagement in a sharing economy, post-covid, needs to be deeply analysed by the managers, to better engage the customers. The area of mobile servicescape is under-researched especially in growing econimies like India. The current paper proposes a model to understand the effect of Mobile servicescape on customer engagement mediated through customer attitude by considering gender to be a moderating variable in cab booking service context. Theory of reasoned action (TRA) used to understand customer attitude and Technology Acceptance Model (TAM) to deduce customer engagment. The cab hailing service which is met by stiff competition from competitors and the unorganised sector needs thorough understanding of the customer attitude in order to increase their engagement. Gender used to play very active role in different service consumption context that managers should look into and design their servicescape accordingly. The study results would provide practical suggestions to the App based transport industry to promote customers’ engagement behaviors and brand loyalty by designing proper mobile apps based on customers’ mobile -servicescape preferences. 
Keywords: Mobile Servicescape, Customer Engagement, Customer Attitude, Theory of Reasoned Action
Scope of the Article: Mobile Technology