| 1. |
- Anita, Radon, et al.
(författare)
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Adding Value through In-store Self-Service Technology in Retailing
- 2016
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- IntroductionTechnology-facilitated transactions have become an increasing part of retail encounters and customers, in some instances, are interacting with technology more than firm employees to create service encounters. Acceptance and adaption of new technology in store is dependent on several factors such as personality. Previous studies (Demirkan & Spohrer, 2014) suggest that product information and search process in store can be supported with the help of digital technology. It is suggested the infusion of technology can enhance service encounters by making them more expedient and efficient and thus, satisfying (Bitner, Ostrom, and Meuter 2002; Meuter et al. 2000). Giebelhausen et.al. (2014) suggest that the interplay between frontline technology use and service encounter evaluations may be more complex than it seems, and it is also suggested that technology-enriched retail environments affects relations between consumers, employees, and retailers (Pantano, and Migliarese, 2014).Academic literature has very much focused on the interpersonal dynamics of service-encounters (Bettencourt and Gwinner 1996; Bitner, Booms, and Tetreault 1990; Fischer, Gainer, and Bristor 1997; Goodwin 1996; Hartline and Ferrell 1996) that has extensively been explored, but to a lesser extent has research investigated customer interactions with technological interfaces (Bitner, Brown, and Meuter 2000; Dabholkar 1996). In their extensive exploration of a wide range of SSTs Meuter et.al. (2000) called for further research examining what motivates people to use an SST, how people would go about learning their role as it relates to interacting with an SST, and also what factors that limit perceived ability to interact with SSTs.The purpose of this study was to evaluate the value added by retail in-store self service technology for consumers. Important aspects of the SST interaction include the perceived service, the purchase intentions and interaction with the sales personnel.Experimental design and methodologyDepending on their complexity, certain products are perceived as more difficult to buy than others. Within a retailing context complexity dimensions regarding products is not so often heard of, however, many customers perceive products as difficult. This is due to the fact that consumption of the product is important and mistakes are often made. In a research program within the University of Borås and Swedish Institute for Innovative Retailing, the Academic environment gather retailers that strive to innovate and help raise customer perceived value in the fixed store setting. While significant investments in innovative technology systems such as self-scanning, mobile platforms or digital payment methods, continue to transform the customer’s experience it also help retailers being more effective. One of the Swedish retailers (a large retail chain within home textiles) wanted to develop a new tool for customers in store, helping them to decide on what product to buy. The system developer connected to the research institute programmed an IT-pilot designed to help customers decide the right product, with the help of a decision tree-model. Products chosen to be a part of the decision tree were pillows and duvets/covers. For most people this may sound like an easy product to choose, but studies made within SIIR contradict this opinion, showing that these kind of products are perceived as very difficult to decide upon. You need to know how your pillow must be in terms of filling, material, size etc. You also need to know how warm your cover should be compared to how you sleep at night and how the temperature is in your bedroom among other things. The IT-pilot was programmed into a touch-screen based self-service computer station, and the layout was made according to the retailer’s format and colour.The overall design of the field study was a structured three day in-store experiment with a touch-screen based self-service device aiming for three groups of respondents. These were 1) loyalty card members 2) voluntary participants in the SIIR survey registry and 3) Walk-in customers. The respondent were either assigned to the SST-based IT-pilot, or the sales clerk, to simulate a purchase in a real retail environment. When the respondents had selected and located the chosen merchandise the mock purchase was interrupted, and the structured interviews were conducted. The IT-pilot was a computer with touch screen, where a software prototype of a SST-program was installed. The customers made choices on the screen and the software gave them appropriate recommendations based on a hierarchy of choices the customer made on the touch screen. The IT-pilot was placed centered on a wall, by duvets and pillows. When the customer had gotten a recommendation from the IT-pilot they searched for the item of preference in the store, without help from sales personnel. The simulated purchase was concluded and the respondents were asked questions from a questionnaire with different design depending on whether the respondent had experienced a SST-encounter or a sales clerk encounter. Two research assistants, collecting the data and reporting it to the researchers in the study, performed the questionnaires. The research design was experimental in the sense that the respondent never actually performed a real purchase; they were invited and asked to participate in a fictional purchase, going through the different phases in the purchasing process. Total sample in the experiment was 78 customers contributing to the data set.ResultsThe average respondent in the study was a woman 47.1 years-old. Two respondents were male, thus reflecting the age and sex of the store’s targeted segment. Most respondents were relatively frequent visitors to the retail chain. 75.6 of the population visit a store one to two times every month, indicating an interest in the category. Less than 4% were highly infrequent visitors. Some used the internet regularly, but mobile platforms were seldom used, indicating a low internet maturity in the population.When asked how they perceived the importance of personal service, a majority of the respondents claimed it was high. However, the willingness to pay for better service was low. The self-stated computer literacy was high but their experience and willingness to use the internet retail options was low. The respondents were reluctant to try the SST-device, or at least hesitating, however, when educated they wanted to test the service. When asked which service was the best, the sales clerk or the SST, they preferred pre-purchase information sources such as employee encounters, and signs (including hang tags).The expected service level at the fixed store setting was high or very high before the experiments were carried out. Both the sales clerk and the SST, proving that both SST and sales personal delivered customer perceived value, fulfilled these expectations. The service experience, information quality and the match with preference were very good with the sales clerk. The SST received a somewhat lower rating compared to the personal encounter. The likelihood that the subject would actually purchase the product was slightly higher for the respondents who received service from sales personnel.Even if the recommended product is a good match for the customers’ preferences, we cannot conclude that there will be a purchase to finalize the sale. The product may not be important enough, or it can be difficult to find in the store. The product category in our experiment was considered very important by both the group serviced by the sales clerk and the SST group. However, those serviced by the sales clerk stated it was easier to locate the shelf where the recommended item was located, and to locate it n the shelf, than the group serviced byDiscussion and ConclusionsThe study shows that customers perceive the SST as both simple and logical with a good layout and as a good basis for decision making. This is in line with previous research that suggests that customers can perceive an added value if SST is present in-store. Given the results it is also indicated that acceptance for SST such as the IT-pilot in this case is dependent upon both outcome and expectations. Customers in this study, who are customers of the home textile company that was the setting require high service but are not willing to pay for the higher service level. Their focus is on value for them personally as customers (i.e. price and service related to price), more than the ultimate shopping experience. It was also revealed that the SST-based IT-pilot used in this study was best utilized when used in combination with personal selling and was most appreciated when the store was very busy. This indicating that consumers appreciate having the option of customizing their own service experience given the variables of time, access to sales personnel and readiness and willingness to use SST devices. Further research should view the combination of SST and personal service in order to view consumer choice of medium for service encounters, particularly when purchasing so called complex products. Methodologically further research should view the results when a SST device is placed in-store and respondents are not invited to an experiment but interview after having used the device uninitiated by researchers.ReferencesBettencourt, Lance and Kevin Gwinner (1996), “Customization of the Service Experience:The Role of the Frontline Employee,” International Journal in Services Industry Management, 7 (2), 2–20.Bitner, MJ. and Mary Stanfield Tetreault (1990), “The Service Encounter: DiagnosingFavorable and Unfavorable Incidents,” Journal of Marketing, 54 (January), 71–84.Bitner M.J., Brown S.W., Meuter M.L., (2000) Technology Infusion in Service Encounters,Journal of the Academy of Marketing Science, vol. 28, n. 1, pp. 138-149.Bitner M.J., Ostrom A.L., Meuter M.L., (2002) Implemen
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| 2. |
- Egels-Zanden, Nicklas, et al.
(författare)
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Handelns digitalisering - Undran inför framtidens affärer
- 2016
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Samlingsverk (redaktörskap) (övrigt vetenskapligt/konstnärligt)abstract
- Handeln har länge kretsat kring det personliga mötet där den fysiska butiken – affären – har spelat en betydande roll för hur affärer görs. När handeln nu digitaliseras väcks en rad frågor om hur framtidens affärer kommer att se ut. I boken problematiseras och diskuteras handelns digitalisering med utgångspunkt i den fysiska butiken. Vidare behandlas vad som skapar värde för affären och affärerna utifrån teman om konsumenter, format, varuflöden, transparens och organisering. Med exempel från bland annat ICA, IKEA och Nudie Jeans lyfter författarna fram funderingar och tolkningar om vad digitaliseringen innebär för handeln och framtidens affärer – i dubbel bemärkelse.
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| 3. |
- Hagberg, Johan, 1973, et al.
(författare)
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Digitalization of retailing: A review and framework
- 2015
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Ingår i: 18th EAERCD Conference Rennes, France 1-3 July 2015. - 9782746684515
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Konferensbidrag (refereegranskat)abstract
- ‘Digitalization’ is one of the most significant ongoing transformations of contemporary society and encompasses many aspects of business and everyday life. These transformations are especially important for the retail sector as it both affects and is affected by the development. So far, scholarly conversation about retailing’s digitalization has been voluminous but relatively limited to specific aspects of digitalization, e.g., e-commerce. The purpose of this paper is to systematically analyse how retailing has transformed and is being transformed due to digitalization. This is done by reviewing and discussing the literature and developing a framework comprising four elements: exchanges, actors, offerings, and settings. It is argued that digitalization transforms: i) the retailing exchanges in a number of ways and in various facets of exchange: communications, transactions, and distribution; ii) the nature of retail offerings, and leads to blurred distinctions between products and services and what constitutes the actual offering; iii) the retail settings, i.e., where and when retailing takes place; and iv) the actors participating in retailing, i.e. retailers, consumers, and other parties. The article proposes that these elements are mutually reinforcing, which leads to a certain dynamic and far-reaching transformations due to digitalization. It is concluded that digitalization, far from being restricted to e-commerce, is more or less transforming all areas of retailing, which will possibly also have implications for the very definition of retailing.
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| 4. |
- Hagberg, Johan, 1973, et al.
(författare)
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The digitalization of retailing: an exploratory framework
- 2016
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Ingår i: International Journal of Retail & Distribution Management. - 0959-0552 .- 1758-6690. ; 44:7, s. 694-712
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Tidskriftsartikel (refereegranskat)abstract
- AbstractPurpose – Digitalization denotes an on-going transformation of great importance for the retail sector. The purpose of this paper is to analyse the phenomenon of the digitalization of retailing by developing a conceptual framework that can be used to further delineate current transformations of the retailerconsumer interface.Design/methodology/approach – This paper develops a framework for digitalization in the retail-consumer interface that consists of four elements: exchanges, actors, offerings, and settings. Drawing on the previous literature, it describes and exemplifies how digitalization transforms each of these elements and identifies implications and proposals for future research.Findings – Digitalization transforms the following: retailing exchanges (in a number of ways and in various facets of exchange, including communications, transactions, and distribution); the nature of retail offerings (blurred distinctions between products and services, what constitutes the actual offering and how it is priced); retail settings (i.e. where and when retailing takes place); and the actors who participate in retailing (i.e. retailers and consumers, among other parties).Research limitations/implications – The framework developed can be used to further delineate current transformations of retailing due to digitalization. The current transformation has created challenges for research, as it demands sensitivity to development over time and insists that categories that have been taken for granted are becoming increasingly blurred due to greater hybridity.Originality/value – This paper addresses a significant and on-going transformation in retailing and develops a framework that can both guide future research and aid retail practitioners in analysing retailing’s current transformation due to digitalization.
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| 5. |
- Jain, Sheenam, et al.
(författare)
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Mass Customized Fashion: Importance of Data Sharing in the Supply Chain
- 2018
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Konferensbidrag (refereegranskat)abstract
- IntroductionThe presence of mass customization (MC) in the fashion industry was recognized a long time ago, but still, has not reached its full potential. Surprisingly, MC is still confused with mass produced ready-to-wear fashion (Fiore, Lee, & Kunz, 2004). MC is a production strategy to generate individual uniqueness at low cost, where globalization and technological improvements, has made the fashion industry even more competitive (De Raeve, Cools, De Smedt, & Bossaer, 2012). In our contemporary fashion retail world with an expanding supply from omni-channel retailers and e-tailers, the market for fashion has become overwhelming, and might become a serious threat to sustainability if the industry keeps on producing to an overheated market (Claudio, 2007). With an overflow of fashion products, retail strategies are changing, embracing motivational drivers such as individualization of shopping in terms of services, often illustrated as curated retailing[1] (Sebald & Jacob, 2018). This phenomenon could be seen as mass customization of services, where retailers are trying to tailor both online and offline shopping experience to every unique customer with the help of personal shoppers and/or advices, combined with individual offerings and campaigns (price, delivery costs, brands, and customer happenings). But where can we identify true MC with promising ideas, contributing to a more sustainable fashion industry?Today, individualized offering in terms of garment’s style, fit and color can be found on many online mass customization stores, with limited reach to physical stores mainly because e-channel makes information collection and order processing faster and easier (Li, Huang, Cheng, & Ji, 2015). For instance, the Swedish online retailer Tailor Store AB, started offering mass-customized shirts for men in the year 2003 (“Tailor Store: One Size Only – Yours. Skräddarsydda skjortor.,” n.d.). This online fashion retailer has an interactive online product configurator that allows the customer to tailor the shirt according to individual needs and wants. People can change the style, fabric and fit by interacting with their online product configurator. However, a configurator like that increases the complexity of production processes (Mukherjee, 2017) and affects the objective of low costs. Many operations still require manual work like adapting the standard size pattern to the newly obtained measurements, adjusting the production plan, as every garment is unique in some way. This becomes a hindrance to achieve cost-efficiency and hence is an unresolved issue from the industry point of view (Zancul, Durao, Rocha, & Silva, 2016). Due to the need of manual work described above, the so called mass customization can’t really be seen as “mass” produced. In addition, another company called Unmade (“Home | Unmade,” n.d.), realized a business opportunity in this regard. It introduced an online platform that connects the customer and manufacturer by transforming customer needs into production ready information. With this platform they combined the roles of various supply chain actors to provide a common solution for several participators. It can be inferred from the above instance that every actor in the fashion supply chain holds a certain type of end-user data. It is not certain, however, that there is an effective mechanism of information sharing within the fashion chain, even if many agrees upon the promising future for MC. MC requires an integrated supply chain to facilitate seamless information flow. This can provide additional data that can be utilized for designing an efficient MC Service and in turn enhancing customer experience (Grieco et al., 2017). Purpose & Research QuestionCurrently, the major reason for disintegration in the MC supply chain is due to competition. Because of which the manufacturer offer standardized garments through retailers and customized garments through their online channel (Li et al., 2015). We believe that the fashion industry is ready to seek joint ventures among its various actors to innovate the processes that can facilitate mass customization. There is a need for the actors to recognize the value of data they possess for the development of the fashion industry as a whole. In this regard, the aim of this paper is to address the following research question:What kind of data is available in the fashion supply chain and what are the barriers that restrict various actors to share this data and work together to cater to the mass customization business model? Design/methodology/approach We plan to present a Swedish case study based on interviews with various stakeholders (fashion designers, textile designers, fabric manufacturers, garment manufacturers, merchandisers, logistics & operations manager, and retailer) in the supply chain of a mass customization company.FindingsWe hope to present a case indicating that the promising idea with mass customization does not have to mean the downfall of the retail stores. In fact, the phenomenon should provide retailers with an opportunity to make use of the upcoming digital technologies, internet of things (IoT) and big data analytics for providing high-value services and unique experiences that drive the customers to the stores. Our ambition is to identify opportunities with data sharing and joint ventures with the common goal of designing a customer-centric supply chain that offers a completely customized purchasing experience, truly transforming the fashion retail industry.Preliminary findings from projects performed by one of the authors, supports the idea that data in the fashion supply chain is crucial in understanding customer behavior and knowing their preferences. Handling this big data smartly can give answers to umpteen questions related to but not restricted to most promising customer attribution channels and technologies (Shao & Li, n.d.). This data cannot only help in personalization but also target offers at point of sale and other touchpoints (any point of interaction with the customers), blending their offline and online presence (Meyer & Schwager, 2007).The most common type of data collected by the retailers is the customer’s purchase history, which does not help to comprehend each customer’s interests and preferences. The data collected by the retailers is of utmost importance as it is collected directly from the customer. However, the type of data that the retailers are gathering is not sufficient. According to a Forrester study, over 60% of the customers are willing to provide information directly to the retailers by filling short surveys or questionnaires. However, only 39% retailers are actually practicing this. In addition, the kind of information asked is not the ones customer actually would like to share (Murray & Consulting, 2017). The end aim should be an on-demand supply chain where it’s not just customization. Customization requires active participation from all the actors in the supply chain, so it is also the ability to re-stock the shops more efficiently and respond to trends quicker.[1] ”Curated retailing combines convenient online shopping with personal consultation service to provide a more personalized online experience through curated product selections, orientation and decision aids, and tailor-made solutions based on the customer's preferences” (Sebald & Jacob, 2018, p 189).
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| 6. |
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| 7. |
- Jain, Sheenam, et al.
(författare)
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Toward a conceptualization of personalized services in apparel e-commerce fulfillment
- 2021
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Ingår i: Research Journal of Textile and Apparel. - : Emerald Group Publishing Limited. - 1560-6074. ; 25:4
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – Today, customers’ perceived value does not only depend on the products, but also on the services provided by a firm. In e-commerce, it is important to shift the focus beyond the product and discuss the value of personalized services in the context of e-commerce fulfillment. Therefore, the purpose of this paper is twofold: to develop a conceptual framework proposing satisfaction through personalized services as a middle-range theory; and to suggest foundational premises supporting the theoretical framework, which in turn shape middle-range theory within the context of apparel e-commerce fulfillment.Design/methodology/approach – In this theory-driven paper, the authors apply the scientific circle of enquiry, as it demonstrates the role of theorizing with the help of middle-range theory and empirical evidence and as such provides a methodological scaffolding that connects theory formulation and verification. The authors synthesize literature related to customer perceived value (CPV) and satisfaction, followed by abduction focusing on understanding the empirical domain as it occurred in practice from company cases. The presented case studies are based on semi-structured interviews with three Swedish online retailers within the apparel industry. The theory-driven analysis results in suggestions of foundational premises.Findings – Based on the theoretical foundations and empirical generalizations, three propositions are suggested. The premises regarding satisfaction through personalized service applied in the domain of apparel e-commerce fulfillment are: to ensure customer satisfaction requires a value co-creation perspective using data during the pre-purchase phase; to ensure customer satisfaction and retention require added-value perspective during the post-purchase phase of the shopping journey, and to ensure satisfaction and convenience require an added-value perspective at the last mile.Practical implications – The apparel firms lose a substantial amount of revenue because of poor online customer satisfaction, leading to e-commerce not reaching its full potential. To enhance customer value, online retailers need to find a resort in advanced technologies and analytics to address customer satisfaction, and it is suggested that retailers shift their focus beyond the products and find ways to improve personalized service offerings to gain market advantage, improve fulfillment, drive sales and increase CPV.Originality/value – To consider personalized services as a source for improving e-commerce fulfillment and CPV, the main contribution of this study is conceptual as it presents a theoretical model developed from general theory, middle-range theory and verified with empirical claims.Keywords Customer satisfaction, Apparel industry, Customer perceived value, E-commerce fulfillment, Personalized services Paper type Research paper
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| 8. |
- Jonsson, Anna, et al.
(författare)
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Handelns digitalisering och förändrade affärer
- 2017
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Rapport (refereegranskat)abstract
- SammanfattningDen pågående digitaliseringen av samhället blir allt tydligare inom handeln, som både påverkar och påverkas av utvecklingen. Digitaliseringen är inte avgränsad till e-handel utan omfattar hela handeln. I detta forskningsprojekt har vi särskilt intresserat oss för hur digitaliseringen påverkar handelns affärer i dubbel mening, det vill säga dels sättet på vilket ett handelsföretag gör affärer, dels den fysiska butiken, affären, där handeln till största del fortfarande sker.Projektet har haft följande övergripande forskningsfrågor:Hur förändras handelns affärsmodeller av digitaliseringen och vilka förändringar ger de upphov till för den fysiska butiken?Hur påverkar dessa (o)förändrade affärsmodeller handelns möjligheter till värdeskapande för konsumenter och samhället i övrigt?Hur kan förändrade möjligheter till värdeskapande tillvaratas av handelns företag och medarbetare? Studien, baserad på 50 intervjuer och observationer av åtta detaljhandelsföretag som representerar olika branscher och storlek, har genomförts i tre delprojekt:1. Mot förändrade detaljhandelsformat som kombinerar fysiskt och digitaltMed utgångspunkt i kundmötet kan man identifiera fyra ömsesidigt relaterade element genom vilka detaljhandeln digitaliseras: utbytesprocesserna, aktörerna, platserna och erbjudandena. Genom digitalisering av dessa element och deras sammankopplingsker en ökad hybridisering av fysiskt och digitalt som mer eller mindre påverkar alla former av handel. I denna sammankoppling erbjuder de fysiska butikerna ett antal fördelar som kan utmanas men också förstärkas och bli allt viktigare i en ökande digitalisering. Digitaliseringen av de fysiska butikerna sker genom att de blir del av e-handelns infrastruktur, konsumenters ökade användning av mobila digitala tekniker, och ökat inslag av digitala tekniker i butikerna. Utifrån den fysiska butikens fördelar, drivkrafterna för digitalisering av fysiska butiker samt hur de fysiska butikerna påverkas kan vi identifiera fem potentiellt framväxande handelsformat.2. Aktiviteter i utbytesprocessenUtbytesprocessen inom detaljhandeln kan delas in i tre aspekter: transaktion, kommuni kation och distribution. Transaktionsaspekten belyses i rapporten genom den förändrade köpprocessen. Distributionsaspekten belyses utifrån de förändrade varuflöden som uppstår i takt med ökad digitalisering inom handeln och kommunikationsaspekten belyses genom ökad transparens. Köpprocessen: Den digitaliserade konsumenten är inte sällan uppkopplad dygnet runt och interagerar med olika gränssnitt under sin köpresa. De lämnar digitala spår somi sin tur möjliggör för företag att systematiskt lagra information om köpbeteenden. Den fysiska platsen har inte längre samma betydelse för köpet. Konsumenter har blivit mer flexibla kring hur, var och när köp kan äga rum, även om det finns geografiska skillnader. Digitalisering kan för konsumenter innebära större makt i form av bättre förhandlingslägen och högre produktkunskap, men även att konsumenter med lägre digital kompetens riskerar att marginaliseras. Samtidigt kräver konsumenter mer av en relation än tidigare och är mer skeptiska, vilket gör det svårare för företag att underhålla äkta relationer.Varuflöden: Butikens varuflöden kan i stort sett delas upp i två flöden: till butik och från butik. Traditionellt har fokus inom logistiken varit till butik men digitaliseringen harfått butiker att arbeta mer med flödena från butik till konsumentens ombud eller hem, ”den sista milen”. Varje godstyp, och bransch, har specifika logistiska förutsättningar för att leverera varor till kund och i rapporten diskuteras kläder, dagligvaror, möbelvaror och byggvaror. Ingen logistisk lösning passar alla men effektiva leveranser förutsätter synkroniserade varuflöden mellan samarbetspartners. Den stora utmaningen blir hur detaljhandelsföretag kan möta konsumenterna önskemål om snabbare och flexiblare leveranser, samtidigt som mål som kostnadseffektivitet och miljömässig hållbarhet ska kunna uppnås.Transparens: Via smarttelefoner och appar flyttar digitaliseringen hållbarhetsfrågorna in i de fysiska butikerna. Det kommer i framtiden inte att räcka med att anställa en avdelning hållbarhetsspecialister som hanterar hållbarhets-frågorna utan medarbetarna måste bli mer delaktiga.Digitalisering leder till ökad transparens som väl använtkan öka försäljning och (tvärt emot vad företagsledareverkar anse) skydda mot mediala skandaler. Denstörsta transparensutmaningen verkar vara att få framnödvändig information och att vara transparent. Demest omdanande konsekvenserna av digitalisering ochtransparens verkar vara att det ställer krav på förändradorganisering av värdekedjor: kortare kedjor, färreleverantörer, färre agenter, större förståelse för kedjan,samarbete med leverantörer vars affär stödjs av transparensoch så vidare. För detaljhandelsföretag som till exempel harbyggt sin affär på ett brett sortiment av lågprisprodukter inköpta via agenter utgör transparenstrenden således en obehaglig utveckling. För små och medelstora företag med nära samarbete med ett fåtal leverantörer utgör det å andra sidan en möjlighet att inta en ledande roll och differentiera sig från de större bolagen.3. Organisering av handelns digitaliseringHandelns digitalisering, oavsett hur den förstås och tolkas, innebär och medför förändringar som måste organiseras och ledas av människor. Vår studie pekar på behovet och betydelsen av att utgå från kundens upplevelse, om möjligheter till fler men samtidigt ”sömlösa” köptillfällen och att butiken fortsatt kommer att spela en viktig roll. Vi ser hur en digital handelslogik växer fram genom de nya affärsmodeller som digitalisering medför och erbjuder – och behovet av att integrera hela värdekedjan, inte minst för att bättre kunna möta och interagera med kunden. Vi utläser ett tydligt behov av att samordna det digitala med det fysiska och att matcha det nya med det gamla, genom att låta olika personer med olika kunnande arbeta tillsammans. Det ställer krav på ökad samordning och behovet av ett större kunskapsutbyte mellan olika organisationsfunktioner till följd av krav om ökad transparens.I termer av affären som fysisk butik ser vi sammanfattningsvis hur digitaliseringen både förstärker och förändrar butikens roll – och att denna i framtiden inte bara kommer att ha en roll utan flera olika roller. Våra studier visar hur företag i handeln lägger olika vikt på den fysiska butikens roll och graden av digitalisering. Från Gekås position där den fysiska butiken i Ullared har mycket stor betydelse men med relativt låg grad av digitalisering till motpolen Mat.se med hög grad av digitalisering och helt utan fysiska butiker och företag som Nudie Jeans, Ikea och Ica på olika sätt balanserandes i gränsytan mellan det digitala och det fysiska. Våra resultat visar även hur den digitala transformationen kan betraktas som en balansakt mellan det nya och det gamla, det digitala och det fysiska, det lokala och det centrala/globala.I termer av hur man gör affärer ser vi sammanfattningsvis hur digitaliseringen ledertill, eller skapar möjligheter för, innovationer av affärsmodeller genom förändringar av format, aktiviteter och organisering, det vill säga förändringar i hur handeln skapar och tillvaratar värde. Våra resultat pekar på att de fysiska butikerna utgör en del av dessa framtida format, aktiviteter och deras organisering. Vi kan också konstatera att de företag som vi har studerat har varit snabba på att diskutera och söka nya sätt att utveckla, eller förfina, sina affärsmodeller, men även att många utmaningar återstår ännu.
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| 9. |
- Li, ShiNa, et al.
(författare)
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Two Tales of One City : Fantasy Proneness, Authenticity, and Loyalty of On-Screen Tourism Destinations
- 2021
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Ingår i: Journal of Travel Research. - : Sage Publications. - 0047-2875 .- 1552-6763. ; 60:8, s. 1802-1820
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Tidskriftsartikel (refereegranskat)abstract
- On-screen tourism destinations provide tourists with a mixture of reality and mass-media experience. This study builds a conceptual framework of authenticity evaluating the relationship between fantasy proneness, authenticity, and destination loyalty. It is among the first to compare perceived authenticity of dual images of a destination, both the film location and the story’s setting. Using Game of Thrones and the city of Dubrovnik as a case, it applies a mixed method of interviews followed by a main survey with both closed- and open-ended questions. The primary findings show that the relationship between authenticity of the film location (Dubrovnik) and loyalty is positive, but such relationship is insignificant for the authenticity of the story’s setting (King’s Landing). This investigation enriches our understanding of the complex assessments of authenticity and expands the theory of imagination by evaluating the effects of fantasy proneness on perceived authenticity in the context of on-screen tourism.
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- Lindberg, Ulla, 1969-, et al.
(författare)
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Consumer perception and behavior in the retail foodscape – A study of chilled groceries
- 2018
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 40, s. 1-7
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Tidskriftsartikel (refereegranskat)abstract
- In the retail grocery business, new competitors such as pure e-commerce players are growing fast, and, in order to compete, ‘brick and mortar’ stores such as supermarkets need to become more professional at providing excellent customer service, and to use the physical servicescape as the main competitive advantages. However, supermarkets also face a challenge to offer consumers high quality products while at the same time providing a pleasant and functional servicescape. Products like groceries often need to be stored in cabinets due to strict regulations and in order to maintain correct temperatures. Some of these cabinets have doors which make them more energy-efficient (Evans et al., 2007 ; Faramarzi et al., 2002), reduces costs, and contributes to grocery quality, but it can also affect the perceived servicescape, and risk a negative impact on sales (Waide, 2014; Kauffeld, 2015). For example, moisture from the atmosphere that condenses on the inside of the door glass (Fricke and Bansal, 2015) may make the cabinets less transparent, and doors can obstruct consumers from passing by. Thus, having chilled groceries in cabinets with doors can be both beneficial and problematic. However, no studies have been conducted on how open (no doors) or closed (with doors) cabinets for chilled groceries impact consumer perception and behavior. Hence, the purpose of the study is to contribute to an understanding of how consumers behave and what they perceive when shopping chilled groceries from cabinets with doors and without doors in the supermarket.Based on a qualitative research approach, combining in-store observations and focus group interviews, and focusing on Bitner's (1992) three environmental variables in the servicescape, i.e. (1) ambient condition, (2) space and functions, and (3) signs, symbols and artifacts, the study investigates the question: do open or closed cabinets for chilled groceries in the supermarket impact consumer perception and behavior, and if so, how?Our results indicate that consumers’ behavior and perceptions of the foodscape differ when there are doors or no doors on the cabinets. The paper thereby contributes to servicescape research by focusing on a particular part of supermarkets – the foodscape for chilled groceries–and by enhancing the understanding of environmental variables in the servicescape. The results further show how doors lead to different forms of approach or avoidance behavior in terms of accessibility and that consumers’ vision, olfaction and tactility all influence consumers’ perceptions of freshness and cleanliness in relation to doors or no doors. Our results also have practical implications for retailers who are designing new stores or considering changes in existing store layouts.
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