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 (http://www.reser.net/publications/reser-conference...)

[thumbnail of McLean-etal-RESER2016-The-customer-experience-with-m-commerce-mobile-applications]
Preview
 Text. Filename: McLean_etal_RESER2016_The_customer_experience_with_m_commerce_mobile_applications.pdf
Final Published Version
License: Creative Commons Attribution 4.0 logo
Download (233kB)| Preview

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.

ORCID iDs

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;
CORE (COnnecting REpositories)