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The Impact of an In-store Self-service Technology on Customer Experience and Post-purchase Variables

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

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Abstract

The main objective of this study is to establish whether in-store self-service technology (phygital context) significantly influences the dimensions of customer experience established by Brun et al. (Serv Ind J 37:317–340, 2017, [1]), i.e., the cognitive, positive affective, negative affective, sensory, behavioral and social dimensions. Our second objective is to analyze the individual influence of each of these dimensions on the post-purchase variables of satisfaction and positive word-of-mouth intention. To do this, an in-store experiment is carried out with 102 millennial subjects, half of whom used the interactive wall to choose sports shoes while the other half consulted a salesperson exclusively. The results demonstrate that use of self-service technology has a significant positive effect on the positive cognitive/affective and sensory dimensions of the customer experience; conversely, the social dimension is diminished. Further, contrary to what had been expected, the negative dimension is increased when using self-service technology. Also, the customer experience dimensions have a different impact on the consumer's satisfaction and positive WOM intention. The results therefore demonstrate the relevance of analyzing customer experience from a multidimensional point of view. This study provides some answers to marketers considering in-store self-service technology to improve the consumer experience. Concretely, it provides managers with information relevant to the design of effective technological assistance appreciated by consumers in a phygital context.

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Change history

  • 11 May 2023

    In the original version of the Chapter “The Impact of an In-store Self-service Technology on Customer Experience and Post-purchase Variables” the following belated correction has been incorporated.

    For the second author “Sandrine Prom Tep” the given name has been changed from “Sandrine Prom” to “Sandrine” and family name has been changed from “Tep” to “Prom Tep”

    The correction chapter and the book has been updated with the change.

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Authors and Affiliations

  1. Université du Québec à Montréal (UQAM), Montreal, QC, 2X 1L7, Canada

    Virginie Gagné, Sandrine Prom Tep, Manon Arcand & Anik St-Onge

Authors
  1. Virginie Gagné
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  2. Sandrine Prom Tep
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  3. Manon Arcand
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  4. Anik St-Onge
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Corresponding author

Correspondence to Virginie Gagné .

Editor information

Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Gagné, V., Prom Tep, S., Arcand, M., St-Onge, A. (2022). The Impact of an In-store Self-service Technology on Customer Experience and Post-purchase Variables. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_29

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