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

McLean, Graeme and Wilson, Alan and Al Nabhani, Khalid Talib Sulaiman; (2016) The customer experience…Is there an app for that? A conceptual understanding of the customer experience with m-commerce mobile applications. In: 26th RESER Conference 2016. RESER, ITA. ISBN 9791220013840

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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.

    Creators(s): McLean, Graeme, Wilson, Alan ORCID logoORCID: https://orcid.org/0000-0002-5491-1876 and Al Nabhani, Khalid Talib Sulaiman ORCID logoORCID: https://orcid.org/0000-0002-9941-5710;
    Item type:Book Section
    ID code:59940
    Keywords:customer experience, mobile applications, high-street retailers, m-commerce, smartphones, screen size, Commerce, Electronic computers. Computer science, Marketing, Human-Computer Interaction
    Subjects:Social Sciences > Commerce
    Science > Mathematics > Electronic computers. Computer science
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:23 Feb 2017 14:38
    Last modified:13 Jan 2021 02:51
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/59940
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