University of Oulu

Ylilehto, M., Komulainen, H. and Ulkuniemi, P. (2021), "The critical factors shaping customer shopping experiences with innovative technologies", Baltic Journal of Management, Vol. 16 No. 5, pp. 661-680.

The critical factors shaping customer shopping experiences with innovative technologies

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Author: Ylilehto, Marianne1; Komulainen, Hanna1; Ulkuniemi, Pauliina1
Organizations: 1Department of Marketing, University of Oulu, Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Emerald, 2021
Publish Date: 2021-11-15


Purpose: The purpose of this study is to explore the customer shopping experience in the innovative technology setting. Specifically, the purpose is to understand how do innovative technologies influence the customer shopping experience?

Design/methodology/approach: This qualitative, explorative study has characteristics of a phenomenological research strategy. The data were collected from four focus groups and ten in-depth interviews with consumers. Abductive approach with an implementation of content analysis was used as a method of analysis.

Findings: The results show that there are three critical factors in customer's shopping experience in the context of innovative technologies; (1) channel choice, (2) value dimensions related to convenience and enjoyment, and (3) social interaction. All factors are highly intertwined and influence each other.

Originality/value: This study contributes to customer experience literature by offering a framework for understanding customer shopping experiences in the innovative technology setting. These findings have important implications for retail managers seeking to enhance customer experience and achieve a competitive advantage by utilizing innovative technology.

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Series: Baltic journal of management
ISSN: 1746-5265
ISSN-E: 1746-5273
ISSN-L: 1746-5265
Volume: 16
Issue: 5
Pages: 661 - 680
DOI: 10.1108/BJM-02-2021-0049
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This work was supported by the Jenny and Antti Wihuri Foundation.
Copyright information: © 2021, Marianne Ylilehto, Hanna Komulainen and Pauliina Ulkuniemi. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at