Creation and Validation of a Model to Understand the Impact of Gestural Interaction Technology on the Customer Experience

Nowadays, creating a positive customer experience is a key source of competitive advantage (Lemon & Verhoef, 2016). A good experience makes a person five times more likely to recommend a company and more likely to purchase in the future (Yohn, 2019). Besides, gestural interaction (Daugherty et al., 2015) technology appears as a promising way to provide individuals a more immersive and richer experience than with classical user interfaces (Vanderdonckt & Vatavu, 2018). However, we currently ignore the concrete impact of this type of interaction on the customer experience, whereas it is necessary for an efficient adoption of such interfaces. The aim of this work is therefore to overcome this gap in order to provide a sufficient understanding allowing to efficiently design such interfaces, with the objective of providing a more complete and rich customer experience. In order to do so, we selected the most representative variables to assess and constructed a conceptual model. We then build a digital catalog controllable by our mid-air hand gestures. After a data collection phase in a controlled laboratory environment, we analyzed the quantitative and qualitative data. Doing so allowed us to answer to our research questions: “what are the key aspects to consider when designing gestural interaction interfaces?” and “how does the gestural interaction impact the customer experience?”. This work contributes to the current literature by providing understanding of the impact of new technologies in retailing, and particularly in the case of 3D gestural interaction. From a managerial point of view, we provide guidelines for the use of this type of new technology and its impact on the customer experience.

Affiliations

UCLouvainSSH/LouRIM - Louvain Research Institute in Management and Organizations

Citations

APA
Chicago
FWB

Sellier, Q., Poncin, I., & Vanderdonckt, J. (2022). Creation and Validation of a Model to Understand the Impact of Gestural Interaction Technology on the Customer Experience (LouRIM Working Paper Series 2022/16). https://hdl.handle.net/2078.5/247658