Service innovation, experiential relationship quality and shopping outcomes in a smart unmanned store

ABSTRACT

This study aims to examine the relationships among the dimensions of service innovation (product innovation, process innovation, marketing innovation and organizational innovation), the dimensions of experiential relationship quality (experiential value, experiential satisfaction, experiential trust and experiential commitment) and the dimensions of shopping outcomes ((positive word-of-mouth (WOM) and patronage intentions)). Data were obtained from 485 respondents at one smart unmanned store in Wuhan of China, and were analyzed using structural equation modeling. The findings show that product innovation, process innovation, marketing innovation, organizational innovation and experiential value have a direct positive influence on experiential satisfaction. Also, experiential value, experiential satisfaction and experiential trust have a direct positive influence on experiential commitment, which in turn lead to positive WOM, while experiential trust has a positive influence on patronage intentions. This study concludes with key implications arising from the analyses and further research opportunities.

KEYWORDS:

• Service innovation
• experiential relationship quality
• shopping outcomes
• smart unmanned store
• consumers

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Hung-Che Wu

Hung-Che Wu is an Independent Researcher. He receives his PhD in marketing. His research interests focus on experiential marketing, green marketing, hospitality management, service quality, customer satisfaction and consumer behavior. Hung-Che Wu is the corresponding author and can be contacted at: [email protected], E-mail: [email protected]

Haonan Xu

Haonan Xu is a research assistant in Nanfang College Guangzhou. He has received his bachelor degree in management. His research interests include consumer marketing, brand management, service quality, customer loyalty and consumer behavior.

Tsung-Pao Wu

Tsung-Pao Wu is a Professor at School of Accounting and Finance in Beijing Institute of Technology, Zhuhai, China. He has received his PhD in finance. His research interest focuses on tourism economics and experiential marketing.