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This exploratory paper focuses on the use of mobile applications in shopping from the customer activation point of view. Empirical survey data was collected from 23 mobile shopping application users, and the major findings indicate that mobile applications present a modern and flexible channel for supporting and intensifying customer participation. However, in order to guarantee a long-term customer relationship, the application must be integrated with the service development and refinement activities of a service company. It is also essential that applications have a high technological quality and create a long-term relationship between the customer and the company based on a cumulative learning process. In addition, the motivation to upload the application is strongly based on the perceived benefits of using the application. Therefore, it seems beneficial to develop mobile applications in conjunction with customers. In all, more research is needed, ideally involving close co-operation between practitioners and academic researchers.

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