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

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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.
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

Fingerprint

Mobile commerce
Application programs
Smartphones
Mobile applications
Customer experience
Retailers

Keywords

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

Cite this

@inproceedings{891214221275490fac80088c54f81d36,
title = "The customer experience…Is there an app for that? A conceptual understanding of the customer experience with m-commerce mobile applications",
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.",
keywords = "customer experience, mobile applications, high-street retailers, m-commerce, smartphones, screen size",
author = "Graeme McLean and Alan Wilson and {Al Nabhani}, {Khalid Talib Sulaiman}",
year = "2016",
month = "10",
day = "31",
language = "English",
isbn = "9791220013840",
booktitle = "26th RESER Conference 2016",

}

The customer experience…Is there an app for that? A conceptual understanding of the customer experience with m-commerce mobile applications. / McLean, Graeme; Wilson, Alan; Al Nabhani, Khalid Talib Sulaiman.

26th RESER Conference 2016. [Toulouse], 2016.

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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AU - Wilson, Alan

AU - Al Nabhani, Khalid Talib Sulaiman

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N2 - 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.

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KW - mobile applications

KW - high-street retailers

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KW - smartphones

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UR - http://www.reser2016.com/

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