Table 4 Link between hypothesis and variables.
From: The impact of automation and optimization on customer experience: a consumer perspective
H1: Digitization of the organization has a direct impact on consumer satisfaction during the purchasing process. | A1–A8; B1–B9 |
H2: Automation could be considered strategic for business activity. | A9–A15; B9–B15 |
H3: Automation of repetitive tasks could enable employees more time for customer interaction. | A9–A15; B9–B15 |
H4: Automation of tasks in the purchasing process could improve service quality through faster response time (reduced processing time). | B1–B15 |
H5: RPA technology could improve consumer experience through automation of self-service management. | B1–B15 |
