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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