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 | Proceedings: What's Ahead in Service Research? |
Subtitle of host publication | New Perspectives for Business and Society |
Editors | Tiziana Russo-Spena, Cristina Mele |
Publisher | University of Naples "Federico II" |
ISBN (Print) | 979-12-200-1384-0 |
Publication status | Published - 8 Sep 2016 |