The research explores the impact of automation and optimization on customer experience from a consumer perspective. The widespread adoption of digital technologies has fundamentally reshaped businesses and society, driving changes in organizational structures and strategies. Automation, particularly Robotic Process Automation (RPA), offers the potential for improved efficiency and agility, leading to enhanced consumer satisfaction and engagement. However, poorly implemented automation can negatively affect consumer experience and service quality. This study addresses the limited research on the role of service automation in promoting consumer well-being and engagement, aiming to understand how automation influences consumer satisfaction and to develop effective implementation strategies. The study focuses on the consumer's perspective on automation in purchasing processes, and how it impacts various aspects such as response times, service quality, and self-service management. The main research question revolves around the relationship between automation (particularly RPA) and consumer satisfaction within purchasing processes. The importance of this study lies in understanding how businesses can leverage automation to improve consumer experience and loyalty in an increasingly digital world.

The literature review examines the existing research on digital transformation, business innovation, and the impact of information technology (IT) on business processes and consumer satisfaction. It explores the use of big data, data analytics, and machine learning to personalize services and increase customer engagement. The review also covers Robotic Process Automation (RPA), its potential benefits (e.g., improved productivity, service quality, reduced costs), and challenges associated with its implementation. Key themes discussed include the importance of customer relationship management (CRM) systems, the impact of digitization on customer expectations, and the critical role of consumer satisfaction and loyalty in business success. The review also notes the lack of sufficient research on the specific role of service automation in improving customer well-being and engagement, highlighting the need for the current study. Studies by Jensen (2007), Siderska (2020, 2021), and Zhang et al. (2022) are referenced to provide context and inform the study's design.

The study employs a quantitative methodology using a survey with a Likert 5-point scale questionnaire. The questionnaire, adapted and adjusted from previous studies (Jensen, 2007; Siderska, 2021; Zhang et al., 2022; Ye et al., 2020), comprised 30 items divided into four blocks: consumer experience issues, business perception, automation of consumer experience issues, and business automation aspects. The survey aimed to measure consumer perceptions related to automation, consumer satisfaction, and the perceived impact of RPA on purchasing processes. The target sample size was 500 individuals in Madrid, Spain, however, 215 valid responses were collected and analyzed using SPSS. The analysis included descriptive statistics (mean, standard deviation), and one-sample t-tests to evaluate if the consumers' preferences were significantly different from a neutral response (3 on the Likert scale). The hypotheses tested included: H1 (Digitization impacts consumer satisfaction), H2 (Automation is strategic for business), H3 (Automation frees employee time for customer interaction), H4 (Automation improves service quality through faster response time), and H5 (RPA improves consumer experience through self-service automation). The paper details the survey design process, explaining the rationale behind each question and its alignment with existing research. The characteristics of the sample (predominantly women aged 45-59) are noted, along with the limitations of the sample size and potential biases.

The analysis of the survey data reveals several key findings. One-sample t-tests indicated that, overall, consumer responses were significantly different from a neutral response (3) for most of the items. Specifically, the results support the hypotheses that digitization and automation have a positive impact on consumer satisfaction. Consumers indicated a strong preference for automated processes like automated email confirmations and self-service options for tasks such as changing delivery details. The study found that consumers highly valued quick and easy purchasing processes. The analysis demonstrates strong support for hypotheses H1, H2, H3, H4, and H5. The key findings were: (H1) Digitization directly impacts consumer satisfaction during the purchasing process (most questions linked to this hypothesis had means higher than 3). (H2) and (H3) Automation is considered strategic for business activity, and it frees employee time for customer interaction (most questions yielded means above 3, with a few exceptions). (H4) and (H5) Automation of tasks in the purchasing process improves service quality and RPA technology improves consumer experience through self-service management (with means predominantly higher than 3). The study further indicates that some tasks, particularly those involving more complex issues or needing personal interactions, might still require human intervention. Tables 2, 3, and 4 support the hypotheses and show the statistical significance of the findings.

The findings support the hypothesis that digitization and automation significantly improve consumer satisfaction within the purchasing process. This aligns with existing literature indicating that consumers value speed, efficiency, and convenience in their online interactions. The positive association between automation and consumer satisfaction suggests that businesses should invest in automating routine tasks to free up employees to focus on more complex customer interactions requiring a human touch. The research highlights the significant role of RPA in enhancing customer experience through self-service automation and faster response times. The findings underscore the importance of integrating technology with human interaction for a well-rounded customer experience. The implications of this study are relevant for businesses aiming to improve customer satisfaction and loyalty in an increasingly digital marketplace.

This research demonstrates the positive relationship between automation (especially RPA), and consumer satisfaction within purchasing processes. The results underscore the strategic importance of automation for businesses seeking to improve customer experiences, increase efficiency, and boost their bottom line. Future research could explore cross-cultural variations in consumer preferences regarding automation, delve deeper into the impact of automation on specific organizational structures, and compare the effects of RPA with other emerging technologies. The study's limitations highlight the need for larger, more diverse samples and further investigations into the various aspects of integrating automation into different organizational settings.

The study's limitations include the sample size (215 valid responses out of a target 500), geographic scope (limited to Madrid, Spain), and potential sampling bias towards a specific demographic (predominantly women aged 45-59). These limitations may affect the generalizability of the findings to other populations and geographic areas. Further research is needed to validate these findings with larger, more diverse samples and in different contexts. Additionally, the study relies on self-reported data, which can be subject to subjective biases and limitations. Future research should consider the impact of automation across various organizational structures and processes.