LI Jiahui

thesis subject :

In-Store Technology to Enhance Both Customer and Employee Experience and Wellbeing.

Thesis start date :

Octobre 2025

Name of thesis supervisor(s) :

Prof. Michaël Flacandji & Prof. Renaud Lunardo

Thesis abstract :

This PhD project will explore the dynamics between technology, customer/employee experience, and customer/employee wellbeing in retail environments. Specifically, it will examine how the integration of new technologies enhances or hinders the wellbeing of both groups. The concept of wellbeing spans multiple dimensions, including physical and mental health, psychological wellbeing, social connections, economic security, but also environmental consciousness (e.g. Lee & Sirgy, 2008). Doctoral student can choose to focus the thesis in the direction of their choice. The project must consider the responsible dimension of technology in the broadest sense of the term. Technologies such as retail apps, augmented reality (AR) mirrors, and automated checkout systems are designed to enhance convenience and interactivity, but their influence on perceived social connection and experience remains under-researched. This study will build on existing literature that emphasizes the transformative power of technologies (Flavián et al., 2019; Flacandji et al., 2024), examining their potential to create more engaging, personalized, and socially connected experiences in physical retail spaces. While technological advances promise efficiency and lower costs for businesses, they may also lead to concerns over job displacement, reduced human interaction, and shifts in employee motivation and satisfaction. Previous studies suggest that immersive technologies can reshape social interactions (Hennig-Thurau et al., 2023), but how these changes affect employees’ sense of purpose and customers’ perceptions of service quality requires further exploration. The thesis can focus on the replacement of traditional service personnel with automated technologies, such as self-service kiosks or AI-driven customer service assistants, and its impact on both customer experience and employee experience. By linking customer/employee experiences with subjective measures of wellbeing (Diener et al., 2002), this research will provide insights into how retail environments can better serve the holistic needs of their consumers as well as their employee.