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

Year: 2022

Type: article

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.

Source: International Journal of Human-Computer Interaction

DOI: 10.1080/10447318.2022.2074120

Authors: Afnen Gam, Nedra Bahri-Ammari, Mohammad Soliman

Institutions: University of Carthage, Université Tunis Carthage, University of Technology and Applied Sciences-Salalah, Fayoum University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W4281672601

FWCI: 4.995

Cites: 71

Cited by: 30

Related to: 10