Constituents and consequences of smart customer experience in retailing

Sanjit Kumar Roy, M S Balaji, Saalem Sadeque, Bang Nguyen and T C Melewar

Technological Forecasting and Social Change, 2017, vol. 124, issue C, 257-270

Abstract: Smart retail technologies have the potential to improve the customer retail experience by providing superior and personalized retail services. However, when shoppers have to deal with technologically sophisticated retail services, concerns arise regarding the customers' adoption and their psychological reactions towards smart retail technologies. This study explores the factors which constitute customers' experience with the smart retail technologies and examines an innovative construct (i.e. smart customer experience) in retailing. The development of a conceptual model explores smart customer experiences and their consequences on smart technology, customer, and retailer-level outcomes. Guided by technology adoption research, this research examines the relationships between smart customer experience, customer satisfaction, perceived risk, behavioral intentions, word-of-mouth intentions, stickiness to retail store, shopping effectiveness, and consumer well-being. This study uses a multi-phased research approach. Findings indicate that smart customer experience directly enhances satisfaction and reduces perceived risk towards smart retail technologies. Customer satisfaction increases behavioral intentions, word-of-mouth intentions, stickiness to retailer, shopping effectiveness, and customer well-being. Perceived risk reduces behavioral intentions, word-of-mouth intentions, shopping effectiveness, and stickiness to retailer. Finally, customer satisfaction and perceived risk both mediate the relationships between smart customer experience and outcome variables.

Keywords: Smart customer experience; Smart technology; Satisfaction; Perceived risk; Customer well-being (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (51)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162516303377
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:124:y:2017:i:c:p:257-270

DOI: 10.1016/j.techfore.2016.09.022

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().