۱- Introduction

۲- Conceptual background

۳- Research model and hypotheses development

۴- Methods

۵- Data analysis and findings

۶- Discussion

۷- Implications to research and practice

۸- Conclusions, limitations and future directions

References

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.

Introduction

The rapid proliferation and use of smart technologies (e.g. smart mobile phones, tablets, wearables etc.), which was once predominantly a trend amongst the younger generation, is becoming widely accepted by all parts of society (Grewal et al., 2017). In this context, a technology is referred to as ‘smart’ when it is an electronic device or system that can be connected to the internet and used interactively. With society having turned more tech- and internet-savvy (Immonen and Sintonen, 2015), people now have the chance to experience efficient services provided by organisations. This trend has resulted in consumers expecting targeted, more responsive, and equally efficient services from retailers and other businesses. Retailers have embraced the concept of customer experience management, with many incorporating the notion into their business mission statements. Equally, retailers around the globe, including Europe, are aware of the new possibilities that smart technologies have to offer in their retail environment (e.g. Smart Labels and Unique Identifiers, NFC payments) and have started exploring them (Pantano, 2014). According to Barthel et al. (2015), one of the key drivers in retail is an increasing demand for a seamless experience between online, mobile and in-store shopping. The creation of a superior customer experience is asserted to be one of the pivotal objectives in retailing environments whether it be offline (Verhoef et al., 2009) or online (Chang et al., 2016). According to a report by McKinsey, these disruptive technologies are forecast to have a $6.2 trillion effect on the world economy by 2025 and one of the key industries that this will impact will be retail (Manyika et al., 2013). However, the possibilities are far more than simply introducing or making use of new technologies, as this phenomenon in the retail environment has opened up challenges and opportunities at the same time for the retailers (Grewal et al., 2017). Therefore, it is important that the retailers assess the real value and the changes that the use of smart technologies can have on consumer dynamics and creating a new customer shopping experience, based on all the interactions and thoughts about the business (Verhoef et al., 2009; Oh et al., 2007).