TY - GEN
T1 - Dimensions of Retail Customer Experience and Its Outcomes
T2 - 8th International Conference on HCI in Business, Government and Organizations, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021
AU - Hermes, Anna
AU - Riedl, René
N1 - Funding Information:
Acknowledgments. This study has been conducted within the training network project PERFORM funded by the European Union’s Horizon 2020 research and innovation program under the Marie Skłodowska-Curie grant agreement No. 765395. Note: This research reflects only the authors’ views. The Agency is not responsible for any use that may be made of the information it contains.
Publisher Copyright:
© 2021, Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - Due to changes in customers’ shopping habits and increasing omnichannel behavior (i.e., use of both online and offline channels), a seamless customer experience (CX) with a retailer extends beyond the online shop. CX is a broad construct and researchers have used various measures to capture this construct. Consequently, it is difficult to compare CX outcomes. Against this background, this literature review analyzes CX dimensions, measures, and outcomes in a human-computer interaction context and beyond. Our results indicate that both affective and cognitive CX have been studied intensively. While affective CX has mostly been measured using the PAD (pleasure, arousal, dominance) scale, cognitive CX has largely been studied based on the flow concept. A few researchers have studied CX holistically, or as a social and sensorial phenomenon. Major outcomes studied in the extant literature include engagement, purchase intention, loyalty, commitment, word-of-mouth, satisfaction, and trust. Based on our findings, we discuss managerial implications as well as directions for future research.
AB - Due to changes in customers’ shopping habits and increasing omnichannel behavior (i.e., use of both online and offline channels), a seamless customer experience (CX) with a retailer extends beyond the online shop. CX is a broad construct and researchers have used various measures to capture this construct. Consequently, it is difficult to compare CX outcomes. Against this background, this literature review analyzes CX dimensions, measures, and outcomes in a human-computer interaction context and beyond. Our results indicate that both affective and cognitive CX have been studied intensively. While affective CX has mostly been measured using the PAD (pleasure, arousal, dominance) scale, cognitive CX has largely been studied based on the flow concept. A few researchers have studied CX holistically, or as a social and sensorial phenomenon. Major outcomes studied in the extant literature include engagement, purchase intention, loyalty, commitment, word-of-mouth, satisfaction, and trust. Based on our findings, we discuss managerial implications as well as directions for future research.
KW - Customer experience
KW - Literature analysis
KW - Retail environment
UR - http://www.scopus.com/inward/record.url?scp=85112200413&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-77750-0_5
DO - 10.1007/978-3-030-77750-0_5
M3 - Conference contribution
AN - SCOPUS:85112200413
SN - 9783030777494
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 71
EP - 89
BT - HCI in Business, Government and Organizations - 8th International Conference, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021, Proceedings
A2 - Nah, Fiona Fui-Hoon
A2 - Siau, Keng
PB - Springer
Y2 - 24 July 2021 through 29 July 2021
ER -