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The critical factors shaping customer shopping experiences with innovative technologies

Ylilehto, Marianne, Komulainen, Hanna, Ulkuniemi, Pauliina·2021·Baltic Journal of Management
DOI 10.1108/bjm-02-2021-0049
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Abstract

Purpose: The purpose of this study is to explore the customer shopping experience in the innovative technology setting. Specifically, the purpose is to understand how do innovative technologies influence the customer shopping experience? Design/methodology/approach: This qualitative, explorative study has characteristics of a phenomenological research strategy. The data were collected from four focus groups and ten in-depth interviews with consumers. Abductive approach with an implementation of content analysis was used as a method of analysis. Findings: The results show that there are three critical factors in customer's shopping experience in the context of innovative technologies; (1) channel choice, (2) value dimensions related to convenience and enjoyment, and (3) social interaction. All factors are highly intertwined and influence each other. Originality/value: This study contributes to customer experience literature by offering a framework for understanding customer shopping experiences in the innovative technology setting. These findings have important implications for retail managers seeking to enhance customer experience and achieve a competitive advantage by utilizing innovative technology.

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Authors
Ylilehto, M., Komulainen, H., & Ulkuniemi, P.
ORCID
Venue
Baltic Journal of Management
Publisher
Emerald
Published
2021-07-15
Volume
16
Issue
5
Pages
661-680
ISSN
1746-5265
DOI
10.1108/bjm-02-2021-0049
Cited by
33
References
5
Language
en
Licence
www.emerald.com/insight/site-policies (tdm)

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