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

Graeme McLean, Khalid Al-Nabhani, Alan Wilson

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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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 publicationProceedings: What's Ahead in Service Research?
Subtitle of host publicationNew Perspectives for Business and Society
EditorsTiziana Russo-Spena, Cristina Mele
PublisherUniversity of Naples "Federico II"
ISBN (Print)979-12-200-1384-0
Publication statusPublished - 8 Sep 2016

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