ROLE OF APP SECURITY AND PERSONALIZATION IN ENHANCING CONSUMER ENGAGEMENT IN RETAIL MOBILE APPLICATIONS

Abstract

This paper discusses the impact of app security and personalization on consumer experience in retail mobile apps. The primary objective was to understand how the users influence the data protection and customized apps experience their interaction and their loyalty. The research design was quantitative cross-sectional research design sampled 420 respondents that were active users of the retail app and used a structured questionnaire that was administered online. The data were analysed in the SPSS (Version 28) and AMOS (Version 26). The descriptive statistics, the tests of reliability, validity, regression analysis, and Structural Equation Modeling (SEM) were used to evaluate the relationships between variables. The results revealed that the engagement of consumers was highly enhanced by the security of the app ( =0.42, p < 0.001) and the personalization ( = 0.46, p < 0.001). The model was also found to be reliable (Cronbachs Alpha was high (more than 0.85) and the good fit indices (CFI =0.958, RMSEA=0.046). The twofold significance of safe spaces and personal user experience can support the focus on the mobile retail app with the help of these outcomes. The study article applies to mobile marketing and design of applications to improve retention and satisfaction of the user.