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EMAC 2021 Annual Conference

A systematic review of the effects of technologies on customer experience and behavior in physical retailing

Published: May 25, 2021


Masoumeh Hosseinpour, Assistant Professor / Aarhus University; Sascha Steinmann, Aarhus University, Department of Management; Holger Roschk, Univ.-Prof. Dr./University of Klagenfurt/Department of Service Management/Austria; George Tsalis, Assistant Professor - Aarhus University


Technologies impacted and continue to change retailing. Technologies can facilitate and inhibit customer perceptions, decision making processes, and purchase behaviors. This systematic review focuses on the effects of several technologies available in physical retailing on customer experience and behavior-related variables (i.e., customer responses). Previous literature focuses on how technologies in physical retailing affect consumer responses, rather than on what the effects of technologies in physical retailing can be on consumer responses. We will identify relevant studies by conducting a systematic search to gain an understanding of the impacts of using technology on customers affective, cognitive, and behavioral responses. The findings will contribute to knowledge on customer behavior in physical retailing. They also provide guidelines for retailers to implement appropriate technologies to facilitate consumer responses in physical retailing.