The customer experience…Is there an app for that? A conceptual understanding of the customer experience with m-commerce mobile applications

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Abstract

This paper examines the customer experience in relation to high street retailers’ m-commerce mobile applications. The aim of the research is to gain an understanding of the variables capable of influencing the customer experience during use of high-street retailers’ m-commerce mobile applications, resulting in the development of a conceptual customer experience with m-commerce mobile applications model. From a review of the literature the paper illustrates a number of hypothesised relationships. In contrast to the e-commerce environment with regard to flow theory, this research suggests that customers are conscious of the length of time spent completing an activity on an m-commerce mobile application, thus should customers perceive to spend longer than necessary using the application, it will result in a negative customer experience. Additionally, we suggest that smartphone screen-size may play a moderating role on the customer experience. This research investigates mobile applications as a service delivery channel for high-street retailers, while understanding the variables capable of influencing the customer experience.
Original languageEnglish
Title of host publication26th RESER Conference 2016
Place of Publication[Toulouse]
Publication statusPublished - 31 Oct 2016
Event26th Annual RESER Conference 2016 - University of Naples Federico II, Naples, Italy
Duration: 8 Sep 201610 Sep 2016
http://www.reser2016.com/

Conference

Conference26th Annual RESER Conference 2016
Abbreviated titleRESER 2016
CountryItaly
CityNaples
Period8/09/1610/09/16
Internet address

Keywords

  • customer experience
  • mobile applications
  • high-street retailers
  • m-commerce
  • smartphones
  • screen size

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