Intelligent Customer Experience and Behavioral Brand Loyalty: Empirical Evidence from the Commerce Environment

Abstract

This research examines the association between intelligent customer experience (ICE) and behavioral brand loyalty through three connected constructs (i.e., customers’ satisfaction, brand trust, and brand attachment). A quantitative method was applied by conducting a questionnaire administered face-to-face to 302 French consumers who have used intelligent technologies during their shopping experiences. Employing PLS-SEM, the findings revealed that intelligent customer experience positively affects customer satisfaction and brand trust, which in turn positively impacts brand attachment. Additionally, the three dimensions of brand loyalty are all positively influenced by attachment to the brand. Theoretical and managerial implications, limitations and directions for further work are provided.