دانلود رایگان مقاله انگلیسی بررسی اثرات فن آوری های هوشمند در پویایی مشتری و تجربه مشتری - الزویر 2018

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.

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.