The use of IoT technology in durable consumer goods: Measuring customers’ perceptions and capturing their impact on the relationship with the manufacturer

Mettler, Stephan ; Homburg, Christian ; Ruhnau, Robin-Christopher

Document Type: Conference presentation
Year of publication: 2022
Conference title: AMA Summer Academic Conference 2022
Location of the conference venue: Chicago, IL , Hybrid
Date of the conference: 12.-14.08.2022
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Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: Across product categories, increasingly more consumer durables include Internet of Things (IoT) technology, enabling novel interactions between customers and devices. With our first research question, we target whether customers’ perceptions of their interaction with the IoT device (consumer–object relationship) influence their relationship with the manufacturer (consumer–company relationship). The second research question underscores the need to consider whether customers actually use the IoT technology in their devices. Therefore, we investigate whether IoT perception exclusively affects the consumer–company relationship for active users of IoT technology. The third research question pertains to the perceived data security as a potential enabler of customers’ IoT usage and how the manufacturer should best communicate data security to unleash unused potential.

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