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Investigating the effects of smart technology on customer dynamics and customer experience

Foroudi, P.
; 
Gupta, S.
; ; 
Broderick, A.
Publication Date
2018-03
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Keywords
Customer experience, Customer dynamics, Behavioural intentions, Smart technologies, Technology adoption
Rights
© 2017 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
12/11/2017
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Management and Law Publications
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Abstract
Increased use of smart technologies by customers is leading to recognition of their influence on the shopping experiences of customers by practitioners. However, the academic literature fails to acknowledge the influence of smart technology usage, combined with behavioural intention of the customer, on the dynamics and experience of customers. This research utilises explanatory research at the preliminary stage to examine this phenomenon in a retail setting. A conceptual framework was created, based on the scholarly knowledge available in extant literature, and was tested using a survey of a convenience sample of 330 consumers shopping in a high-end retail store in London, United Kingdom. Structural Equation Modelling (SEM) via AMOS was employed to test the proposed model. This study contributes to technology adoption based consumer behaviour literature, by explaining the ability of learning commitment to drive the participation of an individual, but its inability to influence their behavioural intention. Findings of this research also reflect on the role of customer dynamics and customer experience in embracing innovative application of smart technologies in a retail setting. The results and implications included in our study also contribute to the understanding of the determinants that affect customer dynamics and customer experience when making use of smart technologies.
URI
http://hdl.handle.net/10454/14483
Version
Published version
Citation
Foroudi P, Gupta S, Sivarajah U et al (2018) Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior. 80: 271-282.
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Link to published version
Link to Version of Record
https://doi.org/10.1016/j.chb.2017.11.014
Type
Article
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