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...)

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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.

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