Conclusions, Limitations and Future Directions
This study synthesises literature from smart technology, customer behaviour, retail marketing and retail management and empirically verifies current understanding of the applicability of customer dynamics in gaining knowledge of customer behaviour. This has been achieved by examining the contribution of behavioural intentions, commitment to learn and customer participation to drive customer experience. Further studies should seek to comprehend the management and marketing strategies, which can enhance the customer experience through descriptive research by linking consumer dynamics and customer experience with retail strategies, and retail performance metrics, which may help companies to attract more customers. Building a favourable customer experience has drawn the attention of marketing, management authors and retailers, but there is limited academic research on this area (Dennis et al., 2014; Verhoef et al., 2009). This research has illustrated a holistic representation of the customer dynamic and experience construct and developed and validated a conceptual research model outlining its determinants. This should result in insights that could make an important contribution to extant knowledge and will help to validate and improve the findings in the related literature. Therefore, the findings of the present study promise benefits in the retail context in the UK. Moreover, these findings call for great caution when invoking our framework and application in a retail context for consumers of different age groups located in different locations or another country. Our caution is based on the arguments presented by marketing scholars such as Gupta and Gupta (2013) whose studies have explained close links between kind of store, country of origin and consumer behaviour.
