Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens

• In depth investigation of relationships between consumer, employees and retailer.
• Analysis of the disruptive force prompted by the adoption of innovative technologies.
• Outline of the impact for building and maintaining organizational relationships.
• Identification of beneficial effects of emergent computer-mediated relationships.

The aim of this paper is to explore the relationships between consumer, frontline employees and retailer (organization) subjected to the disruptive force prompted by the adoption of innovative technologies in retail settings. Starting from qualitative data involving 43 frontline employees with different experiences, our analysis revealed that the way for building and maintaining organizational relationships changes differently considering consumer–employee and employee–retailer perspective. In particular, the emergent computer-mediated relationships seem to produce beneficial effects, while combining employees׳ existing capabilities with new competencies, thus resulting in an improvement of the entire retail process. Similarly, they are more satisfied and appreciated organization effort in supporting their jobs through the innovative technologies. Hence, the study provides an empirical contribution to the emerging literature on consumer–employee–retailer (organization) relationships in the innovative scenario through the in-depth investigation of these relationships of four case firms.