Human-Computer Interaction in Physical Retail Environments and the Impact on Customer Experience: Systematic Literature Review and Research Agenda

Andreas Auinger,Gabriele Obermeier

doi:10.1007/978-3-030-22335-9_4

Abstract

Abstract Shopping in the traditional retail environment is increasingly being influenced by technologies enabling human-computer interaction. Scientists, as well as retailers, are interested in examining the effects of interactive in-store technologies on customer behavior. An abundance of researchers have examined customer acceptance of interactive technologies, but little is known about its effects on the customer’s experience and its consequences, such as satisfaction, loyalty, and purchase intention. Following the guidelines for a systematic literature review, this article gives an overview of empirical studies conducted on interactive technologies in traditional brick-and-mortar retail stores. Based on that review, this paper provides a research agenda for future work on interactive in-store technologies and their impact on customer experience and suggests possible research methods for empirical studies in the field of human-computer interaction.

Highlights

We describe the studies used in terms of interactive technologies and their influence on the customer experience in brick-and-mortar retail stores
Researchers suggest that employees should personally help to introduce new technologies to customers in order to create a positive customer experience, which will in turn, lead to higher satisfaction with the self-service checkout technology as well as with the store [7]
The field of human-computer interaction has seen that investigating interactive technologies in a physical retail environment results in a better understanding of the customer’s experience and its consequences

Summary

Objectives

(1) Our goal is to integrate and summarize empirical studies on the customer’s experience arising from the use of interactive retail technologies. (2) the focus is on the research methodology and the different physical retail environments in which the studies have been applied. (3) The organization of the review follows a conceptual process in which the studies are initially organized according to the technologies’ application scenario

Methods

Results

Discussion

Conclusion