Direkt zum Inhalt
WI2020 Zentrale Tracks
The Nature of Customer Experience and its Determinants in the Retail Context: Literature Review

Anna Hermes1, René Riedl1, 2 1Johannes Kepler University, Department of Business Informatics–Information Engineering,
Linz, Austria; 2 University of Applied Sciences Upper Austria, School of Business and Management, Steyr, Austria

The purpose of this study is to investigate the nature of customer experience (CX) in the context of retail, as well as its determinants in a psychological context. Based on a comprehensive literature review we identified 45 relevant articles. Major results are: First, we identified 41 factors operationalizing CX. Bearing the vast amount of conceptualizations in mind, it follows that today we observe significant diversity in how CX is operationalized. Second, we identified 27 determinants of CX. A customer’s psychology always plays a role during consumers’ interaction with companies. Hence, we classified the identified factors into two categories. First, predominating psychological CX determinants which can hardly be, or not at all, influenced by companies. Second, interactive CX psychological determinants which can only be measured during or after an interaction with a company; moreover, these determinants can, at least partly, be influenced by a company.

Schlüsselwörter: customer experience, customer psychology, systematic literature review, retail environment
Quellen:

1. Stobart, J., Howard, V.: The Routledge Companion to the History of Retailing. Routledge, New York, NY, US (2019).
2. Hilken, T., Heller, J., Chylinski, M., Keeling, D.I., Mahr, D., de Ruyter, K.: Making omnichannel an augmented reality: the current and future state of the art. J. Res. Interact. Mark. 12, 509–523 (2018).
3. Berry, L.L., Carbone, L.P., Haeckel, S.H.: Managing the Total Customer Experience. MIT Sloan Manag. Rev. 43, 85–89 (2002).
4. Lemon, K.N., Verhoef, P.C.: Understanding Customer Experience Throughout the Customer Journey. J. Mark. 80, 69–96 (2016).
5. von Briel, F.: The future of omnichannel retail: A four-stage Delphi study. Technol. Forecast. Soc. Chang. 132, 217–229 (2018).
6. Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., Stewart, D.: Customer Experience Management in Retailing: Understanding the Buying Process. J. Retail. 85, 15–30 (2009).
7. Holbrook, M.B., Hirschman, E.C.: The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. J. Consum. Res. 9, 132–140 (1982).
8. Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., Schlesinger, L.A.: Customer Experience Creation: Determinants, Dynamics and Management Strategies. J. Retail. 85, 31–41 (2009).
9. MSI: 2018-2020 Research Priorities: Marketers’ Strategic Imperatives, https://www.msi.org/articles/marketers-top-challenges-2018-2020-research-priorities/, last accessed 2019/04/23.
10. vom Brocke, J., Simons, A., Niehaves, B., Niehaves, B., Reimer, K.: Reconstructing the Giant: On the Importance of Rigour in Documenting the Literature Search Process. In: Proceedings of the European Conference on Information Systems (ECIS). pp. 2206–2217 (2009).
11. Kranzbühler, A.-M., Kleijnen, M.H.P., Morgan, R.E., Teerling, M.: The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda. Int. J. Manag. Rev. 20, 433–456 (2018).
12. Foxall, G., Goldsmith, R., Brown, S.: Consumer psychology for marketing. International Thomson Business Press, London, UK (1998).
13. Foxall, G.: Consumer Psychology in Behavioral Perspective. Beard Books, Washington, DC, US (1990).
14. Krishna, A., Cian, L., Aydınoğlu, N.Z.: Sensory Aspects of Package Design. J. Retail. 93, 43–54 (2017).
15. Riedl, R., Rueckel, D.: Historical Development of Research Methods in the Information Systems Discipline. In: Proceedings of the Americas Conference on Information Systems (AMCIS). pp. 1–14 (2011).
16. Foroudi, P., Gupta, S., Sivarajah, U., Broderick, A.: Investigating the effects of smart technology on customer dynamics and customer experience. Comput. Human Behav. 80, 271–282 (2018).
17. Martin, J., Mortimer, G., Andrews, L.: Re-examining online customer experience to include purchase frequency and perceived risk. J. Retail. Consum. Serv. 25, 81–95 (2015).
18. Foroudi, P., Jin, Z., Gupta, S., Melewar, T.C., Foroudi, M.M.: Influence of innovation capability and customer experience on reputation and loyalty. J. Bus. Res. 69, 4882– 4889 (2016).
19. Lucia-Palacios, L., Pérez-López, R., Polo-Redondo, Y.: Cognitive, affective and behavioural responses in mall experience: A qualitative approach. Int. J. Retail Distrib. Manag. 44, 4–21 (2016).
20. Insley, V., Nunan, D.: Gamification and the online retail experience. Int. J. Retail Distrib. Manag. 42, 340–351 (2014).
21. Gentile, C., Spiller, N., Noci, G.: How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. Eur. Manag. J. 25, 395–410 (2007).
22. Terblanche, N.S.: Revisiting the supermarket in-store customer shopping experience. J. Retail. Consum. Serv. 40, 48–59 (2018).
23. McLean, G., Al-Nabhani, K., Wilson, A.: Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers. J. Bus. Res. 85, 325–336 (2018).
24. Srivastava, M., Kaul, D.: Exploring the link between customer experience-loyaltyconsumer spend. J. Retail. Consum. Serv. 31, 277–286 (2016).
25. Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A., Dimitriadis, S.: Store layout effects on consumer behavior in 3D online stores. Eur. J. Mark. 52, 1223–1256 (2018).
26. Poncin, I., Garnier, M., Ben Mimoun, M.S., Leclercq, T.: Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technol. Forecast. Soc. Chang. 124, 320–331 (2017).
27. Pandey, S., Chawla, D.: Online customer experience (OCE) in clothing e-retail. Int. J. Retail Distrib. Manag. 46, 323–346 (2018).
28. Roy, S.K., Balaji, M.S., Sadeque, S., Nguyen, B., Melewar, T.C.: Constituents and consequences of smart customer experience in retailing. Technol. Forecast. Soc. Chang. 124, 257–270 (2017).
29. Visinescu, L.L., Sidorova, A., Jones, M.C., Prybutok, V.R.: The influence of website dimensionality on customer experiences, perceptions and behavioral intentions: An exploration of 2D vs. 3D web design. Inf. Manag. 52, 1–17 (2015).
30. Novak, T.P., Hoffman, D.L., Yung, Y.-F.: Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Mark. Sci. 19, 22–42 (2000).
31. Piyathasanan, B., Mathies, C., Wetzels, M., Patterson, P.G., de Ruyter, K.: A Hierarchical Model of Virtual Experience and Its Influences on the Perceived Value and Loyalty of Customers. Int. J. Electron. Commer. 19, 126–158 (2015).
32. Shobeiri, S., Mazaheri, E., Laroche, M.: Creating the right customer experience online: The influence of culture. J. Mark. Commun. 24, 270–290 (2018).
33. Dacko, S.G.: Enabling smart retail settings via mobile augmented reality shopping apps. Technol. Forecast. Soc. Chang. 124, 243–256 (2017).
34. Lin, Z., Bennett, D.: Examining retail customer experience and the moderation effect of loyalty programmes. Int. J. Retail Distrib. Manag. 42, 929–947 (2014).
35. Deshwal, P.: Customer experience quality and demographic variables (age, gender, education level, and family income) in retail stores. Int. J. Retail Distrib. Manag. 44, 940–955 (2016).
36. Blázquez, M.: Fashion Shopping in Multichannel Retail: The Role of Technology in Enhancing the Customer Experience. Int. J. Electron. Commer. 18, 97–116 (2014).
37. Evanschitzky, H., Emrich, O., Sangtani, V., Ackfeldt, A.-L., Reynolds, K.E., Arnold, M.J.: Hedonic shopping motivations in collectivistic and individualistic consumer cultures. Int. J. Res. Mark. 31, 335–338 (2014).
38. Boyer, K.K., Hult, G.T.M.: Customer behavioral intentions for online purchases: An examination of fulfillment method and customer experience level. J. Oper. Manag. 24, 124–147 (2006).
39. Jain, R., Aagja, J., Bagdare, S.: Customer experience – a review and research agenda. J. Serv. Theory Pract. 27, 642–662 (2017).
40. Grewal, D., Levy, M., Kumar, V.: Customer Experience Management in Retailing: An Organizing Framework. J. Retail. 85, 1–14 (2009).
41. Hummel, D., Schacht, S., Maedche, A.: Determinants of multi-channel behavior: Exploring avenues for future research in the service industry. In: Proceedings of the International Conference on Information Systems (ICIS). pp. 1–12 (2016).
42. Riedl, R., Léger, P.-M.: Fundamentals of NeuroIS – Information Systems and the Brain. Springer Verlag, Berlin, Germany, et al. (2016).
43. Dimoka, A., Banker, R.D., Benbasat, I., Davis, F.D., Dennis, A.R., Gefen, D., Gupta, A., Ischebeck, A., Henning, P.H., Pavlou, P.A., Müller-Putz, G., Riedl, R., vom Brocke, J., Weber, B.: On the use of Neurophysiological Tools in IS Research: Developing a Research Agenda for NeuroIS. MIS Quarterley. 36, 679–702 (2012).
44. Riedl, R., Banker, R.D., Benbasat, I., Davis, F.D., Dennis, A.R., Dimoka, A., Gefen, D., Gupta, A., Ischebeck, A., Kenning, P., Müller-Putz, G., Pavlou, P.A., Straub, D.W., vom Brocke, J., Weber, B.: On the Foundations of NeuroIS: Reflections on the Gmunden Retreat 2009. Commun. Assoc. Inf. Syst. 27, 243–264 (2010).
45. Riedl, R.: Zum Erkenntnispotenzial der kognitiven Neurowissenschaften für die Wirtschaftsinformatik: Überlegungen anhand exemplarischer Anwendungen. NeuroPsychoEconomics. 4, 32–44 (2009).
46. vom Brocke, J., Hevner, A., Léger, P.-M., Walla, P., Riedl, R.: Advancing a NeuroIS Research Agenda with Four Areas of Societal Contributions. Eur. J. Inf. Syst. forthcoming, (2020).
47. Riedl, R., Fischer, T., Léger, P.-M., Davis, F.D.: A Decade of NeuroIS Research: Progress, Challenges, and Future Directions. Data Base Adv. Inf. Syst. in press.