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Constituents and consequences of smart customer experience in retailing

机译：明智的零售客户体验的构成因素和后果

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摘要

Smart retail technologies have the potential to improve the customer retail experience by providing superior and personalized retail services. However, when shoppers have to deal with technologically sophisticated retail services, concerns arise regarding the customers' adoption and their psychological reactions towards smart retail technologies. This study explores the factors which constitute customers' experience with the smart retail technologies and examines an innovative construct (i.e. smart customer experience) in retailing. The development of a conceptual model explores smart customer experiences and their consequences on smart technology, customer, and retailer-level outcomes. Guided by technology adoption research, this research examines the relationships between smart customer experience, customer satisfaction, perceived risk, behavioral intentions, word-of-mouth intentions, stickiness to retail store, shopping effectiveness, and consumer well-being. This study uses a multi-phased research approach. Findings indicate that smart customer experience directly enhances satisfaction and reduces perceived risk towards smart retail technologies. Customer satisfaction increases behavioral intentions, word-of-mouth intentions, stickiness to retailer, shopping effectiveness, and customer well-being. Perceived risk reduces behavioral intentions, word-of-mouth intentions, shopping effectiveness, and stickiness to retailer. Finally, customer satisfaction and perceived risk both mediate the relationships between smart customer experience and outcome variables. (C) 2016 Elsevier Inc. All rights reserved.
机译：智能零售技术具有通过提供优质个性化零售服务来改善客户零售体验的潜力。但是，当购物者必须处理技术先进的零售服务时，就会出现有关客户的采用及其对智能零售技术的心理反应的担忧。这项研究探讨了构成客户使用智能零售技术体验的因素，并研究了零售业的创新结构（即智能客户体验）。概念模型的开发探索了智能客户的体验及其对智能技术，客户和零售商级别结果的影响。在技​​术采用研究的指导下，该研究考察了智能客户体验，客户满意度，感知风险，行为意图，口碑意图，对零售商店的粘性，购物效率和消费者福祉之间的关系。本研究采用了多阶段研究方法。调查结果表明，智能客户体验可以直接提高满意度，并降低智能零售技术的感知风险。顾客满意度会提高行为意图，口碑，对零售商的粘性，购物效率和顾客福祉。感知风险降低了行为意图，口碑，购物效率和对零售商的粘性。最后，客户满意度和感知风险都可以调节智能客户体验和结果变量之间的关系。 （C）2016 Elsevier Inc.保留所有权利。

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