Intelligent Customer Experience in a Connected Commerce Environment

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Author(s): Afnen Gam (IHEC of Carthage, Tunisia)and Nedra Bahri Ammari (IHEC of Carthage, Tunisia)
Copyright: 2021
Pages: 18
Source title: Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Source Author(s)/Editor(s): Hatem El-Gohary (College of Business and Economics, Qatar University, Qatar), David Edwards (Birmingham City University, UK)and Mohamed Slim Ben Mimoun (Qatar University, Qatar)
DOI: 10.4018/978-1-7998-7192-7.ch015

Keywords: Business Science Reference / Knowledge Management and Library Science / Marketing / Technology Adoption & Evolution

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Abstract

The objective of this research is to examine the relationship between the smart customer experience and behavioral brand loyalty through relationship variables (satisfaction, trust, and brand attachment) in the retail sector. Behavioral brand loyalty was examined through positive word of mouth (proselytism), the client's intention to continue the relationship with the brand, and resistance to price increases in the context of connected commerce. A questionnaire was administered face-to-face to 302 French consumers who used smart technology during their shopping experiences. The results obtained suggest that brand attachment explains behavioral loyalty to the brand. Also, the satisfaction and trust that result from a smart customer experience have a positive effect on the customer's attachment to the brand. Finally, only the relationship that stipulates the existence of a significant link between satisfaction and proselytism has not been verified.

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Intelligent Customer Experience in a Connected Commerce Environment

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