Modelling Customer Engagement Behaviour in Smart Retailing

Modelling Customer Engagement Behaviour


  • Sanjit K. Roy University of Western Australia
  • Gaganpreet Singh OP Jindal Global University
  • Saadia Shabnam Curtin University



Customer engagement behaviour, Smart retailing, Smart services, meta-UTAUT, Social influence


Smart retail technologies are transforming the way companies engage with customers in retailing context. However, the real onset is unknown of which smart retail technology (SRT) characteristics and customer responses pave the way for customer engagement behaviour. This research investigates customer engagement behaviour in smart retailing by integrating meta-UTAUT and SRT characteristics. By analysing quantitative survey data using PLS path modelling, customer engagement manifestations are measured. Results show complex relationships between SRT characteristics (novelty, effectiveness, and interaction quality) and meta-UTAUT variables (performance expectancy, effort expectancy, social influence, and facilitating conditions) in influencing customers’ attitude, behavioural intention, and engagement behaviour towards smart retailing. Retailers can use the findings to influence customers’ attitudes towards smart retail technologies, encouraging them to display customer engagement behaviour.


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How to Cite

Roy, S. K., Singh, G. ., & Shabnam, S. (2021). Modelling Customer Engagement Behaviour in Smart Retailing: Modelling Customer Engagement Behaviour. Australasian Journal of Information Systems, 25.



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