Smart Customer Experience Scale: Adaptation to Turkish, Validity and Reliability Study

Abstract

Purpose – The aim of the present study is to present a conceptual framework on smart customer experience and Roy et al. (2017) to adapt the Smart Customer Experience Scale into Turkish. Design/methodology/approach – In the study, Öztürk et al. (2015) and Büyüköztürk et al. (2020) were followed. Accordingly, preliminary preparation, language equivalence studies, and examination of psychometric properties (validity and reliability) stages were carried out within the scope of adaptation. Consumers who had a shopping experience using smart retail technologies in the last six months were included in the study. Accordingly, within the scope of validity and reliability studies, exploratory factor analysis was conducted with the data obtained from 146 consumers, and confirmatory factor analysis was conducted with the data obtained from 306 participants. SPSS and SmartPLS programs were used in the analyses. Findings – According to the data obtained, it is known that the design preserves the five-dimensional storage as in the original and is a valid and reliable scale at both the first level and the reflective-reflective second level. In the studies conducted in Turkey, it was evaluated that this flexible Smart Customer Experience Scale can be used as both a first-level and a high-level structure. Discussion – It is anticipated that the current study will contribute to the marketing literature, researchers and marketing managers.