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 language | English |
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Title of host publication | 26th RESER Conference 2016 |
Place of Publication | [Toulouse] |
Publication status | Published - 31 Oct 2016 |
Event | 26th Annual RESER Conference 2016 - University of Naples Federico II, Naples, Italy Duration: 8 Sep 2016 → 10 Sep 2016 http://www.reser2016.com/ |
Conference
Conference | 26th Annual RESER Conference 2016 |
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Abbreviated title | RESER 2016 |
Country/Territory | Italy |
City | Naples |
Period | 8/09/16 → 10/09/16 |
Internet address |
Keywords
- customer experience
- mobile applications
- high-street retailers
- m-commerce
- smartphones
- screen size