| 1. |
- Borgström, Benedikte, et al.
(författare)
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Smart Consumer-Oriented Urban Logistics
- 2021
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Service innovation is the nexus between the growing e-commerce in urban areas and the ongoing Corona pandemic and seasonal peaks like Christmas. The growing market of urban e-commerce logistics needs solution-driven freight and urban logistics, which is an assumption of this study. Consumer-oriented urban logistics services enable consumers in their everyday and enable a well-functioning urban logistics market are a co-operation between consumers and urban service providers. A service-logic perspective may offer service innovation and value co-creation for the urban logistics challenge that includes last mile logistics.This conceptual paper aims to develop strategic logistics service provision literature and service innovation literature to facilitate collaborative development between consumers and service providers. Central aspects are consumer's everyday routines and available solutions in terms of urban deliveries and returns, available interaction points between consumers and service providers in daily practices, and knowledge and resources of urban service provider (related to e-commerce logistics) for innovative offerings. The everyday consumption practice and its logistics are key in co-created service innovations. In-depth understanding of consumption practices and production practices is the basis to align resources for a differentiated urban logistics solution. Such a process develops both urban service consumption practices and production practices. Urban service providers like logistics firms, commercial real estaters, and e-retailers have complementary types of competencies to facilitate urban service innovation. The study will generate implications to the urban e-commerce logistics research area and benefit both academia and business.
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| 2. |
- 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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| 3. |
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| 4. |
- Sundström, Malin
(författare)
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De säger att nätbutik är bekvämt
- 2007
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The starting point of this dissertation is the increasing number of Swedish consumers who use the Internet for shopping. Convenience is said to be an important ground for this choice. However, there are few studies that attempt to understand the true meaning of convenience. This study sets out to understand what convenience entails for Internet shoppers, what characterizes a convenient Internet shopper, what charterizes a convenient online product or service, and finally how different meanings of convenience can be explained in different shopping situations. The purpose of this study is to deepen the understanding of consumers’ convenience grounds when shopping online. Qualitative data was collected from 24 respondents, 12 female and 12 male, living in the Swedish cities of Örnsköldsvik, Stockholm, Göteborg and Borås. Data collection was mainly conducted by means of group interviews and additional personal interviews, questionnaries and shopping experiment observations. The study has its theoretical outlook based in convenience literature, and convenience motives when choosing a particular store, however, adjusted to better fit the phenomenon of online shopping. This theoretical approach emphasizes different dimensions of convenience and gives special insight into remote shopping consumers. Results show that convenience is an important ground for Internet shopping. Convenience in this context, can be seen from a psychological and/or behavioural perspective. However, grounds for convenience entail efficiency and rationality reasons for all of the respondents included in the study. These results indicate that convenience is best understood by using a resource efficiency approach. When using this approach the study shows the importance among the respondents to save time and energy, both from a psychological as well as a physiological perspective. Another useful explanation in order to understand the meaning of convenience is to use consumers’ descriptions of themselves as planned or impulsive. In most cases the respondents describe themselves as planned consumers, which in turn indicate that the use of a resource efficency perspective is valuable. It is a great variety of products and services described as convenient, however the study pinpoints two exceptions: home electronic devices and tickets. The study shows that one reason for the differences in consumers’ convenience perceptions is how time is perceived. Another reason is how customer perceives psychological or physiological energy. A third reason is how they perceive security and safety. Another important result is that convenience differs between women and men in the study. The female consumer gives priority to saving time and saving physical energy. The male consumer gives priority to timing. The study’s results can help online businesses to identify how their customers perceive convenience to better design communication, virtual store, information, payment and deliviery according to their wants and needs. Another practical implication drawn from the findings is to use direct delivery when possible and offer home delivery.
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| 5. |
- Sundström, Malin, 1968-
(författare)
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Handel, postorder, e-handel och ett förändrat Borås
- 2021
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Ingår i: Fässingen: Från Borås och de sju häraderna. - Borås : De sju häradernas kulturhistoriska förening. ; , s. 51-72
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Bokkapitel (populärvet., debatt m.m.)abstract
- I det här kapitlet beskrivs utvecklingen från postorder till e-handel. Läsaren bjuds på en resa som startar med den viktiga branschroll som postordern hade och hur ett viktigt näringslivskluster bestående av e-handel, logistik, webbutveckling, utbildningsorganisationer och Borås Stad bidragit till att man i dag pratar om Borås och handel - fast på ett annat sätt. I slutet av kapitlet beskrivs den ökade e-handelns konsekvenser för Borås centrums organisering och uppkomsten av nya handelsformat som t.ex. showrooms och pop-up-butiker.
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| 6. |
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| 7. |
- 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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| 8. |
- Balkow, Jenny, et al.
(författare)
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Produktinformation i butiken
- 2014
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- Det här är en studie om konsumenters behov av produktinformation i butik. Vi har testat konsumenters kännedom om QR-koder och deras intention att vilja använda QR-koder i fysiska butiker. Rapporten redogör för resultaten från intervjuer av butikskunder samt ett experiment där respondenterna har fått scanna en QR-kod med fördjupad produktinformation. De viktigaste resultat som framkommit är: • Kännedomen om QR-koder som fenomen är hög, men användningen eller benägenheten att använda dem i fysiska butiker är låg • I de fall då konsumenter kan tänka sig att använda QR-koder i butik anser åldersgruppen 12-40 år att man kan göra det om man får relevant och fördjupad produktinformation. Konsumenter över 40 år kan bara tänka sig att använda QR-koder om man får en rabatt eller prissänkning. Utifrån dessa resultat har följande kunskaper erhållits • Det finns en potential i att erbjuda kunder produktinformation i butik med hjälp av digital teknik. Främst därför att det ger ett kundvärde men också för att det underlättar för butiksmedarbetare när det är mycket kunder i butiken. • Att erbjuda digitala informationsverktyg kräver dock att konsumenterna ”undervisas” i hur man gör samt erhåller ett verkligt värde i form av trovärdig och konsumentnyttig information. • I ett övergångsskede kan konsumenter erbjudas någon form av rabatt eller prissänkning för att få dem att börja använda informationskanalen.
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| 9. |
- 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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| 10. |
- Friberg, Stefan, et al.
(författare)
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Individuell shopping : en mänsklig rättighet?
- 2014
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Individuell shopping - en mänsklig rättighet? Stefan Friberg gästbloggar Jag har i en tidigare blogg nämnt vår förmåga att kopiera varandra ”same-same but different”. Denna betraktelse som nu följer, är i samma fotspår. Jag vill ta upp kundens rätt till personlig service. Innebörden av personlig service kan oftast missuppfattas, som det verkar? När kundens mål beskrivs bland företag, styrs dessa ofta av allmänna uppfattningar om vad god service är. Ofta leder detta till diskussioner internt. Sedan tar företagens egna mål gärna över. Sälj mer! Många företag gör stora investeringar i kundundersökningar, varumärkesundersökningar och strategiplaner. Ändå verkar alla dessa nyanser ofta landa i ”allmänna” rutiner och tillämpningar i kundgränssnittet. Det är heller inte ovanligt att man internt tolkar det egna varumärket på olika sätt, mellan avdelningar och mellan uppgifter. I butiksgränssnittet handlar den ”personliga” servicen ofta om att ge kunden ”LÖN” (leende, ögonkontakt, nickning), följa med till ”hyllan”, erbjuda ”merförsäljning”,” tacka”, ”kvitto i handen ”och ett ”ord med i påsen”. När jag är ute och shoppar är detta också ett generellt beteende jag möts av, oavsett butik eller koncept. Ibland fungerar det bättre, ibland fungerar det sämre. Nästan aldrig fungerar det på mina egna villkor, d.v.s. att jag får löst mitt uppdrag utan friktion, tidsspill eller med en känsla av att jag är missförstådd. Det förekommer också syndikerade ”mysteryshopping” undersökningar i sammanhanget, där man utgår ifrån att alla företag är beroende av att ge samma service. Detta fenomen baseras på samma generella uppfattningar, vad som i allmänhet anses vara god service. Detta kräver att man samtidigt ignorerar kundernas aktuella emotiva behov, aktuella funktionella behov eller Sociala ID. Tre komponenter som tillsammans bildar personlig service och” levande” varumärken. Något som konkret ökar lojaliteten hos de egna kunderna. Jag testade för en tid sedan en säljare som kom fram och ”stoppade” mig i en butik. Syftet att avbryta mig var att säljaren ville sätta i gång sin rituella ”säljrepertoar” för ”personlig service”. Efter den inledande hälsningsfrasen, testa jag säljarens egen förståelse genom att fråga hur vi känner varandra? Säljaren svarade att det gör vi nog inte. Jag fortsatte att fråga säljaren hur det då kommer sig att säljaren stannar mig för att hälsa? Svaret jag fick var: Det har min chef bestämt. Vi skall hälsa på alla kunder. Vi har rutiner för hur vi skall uppträda i butiken mot kunder. Personligen upplevde jag inte säljaren hälsningen som direkt besvärande. Men den var heller inte utförd med timing eller en äkthet. Det fångar mig på ett naturligt och personligt sätt, som när jag möter någon bekant på gatan. Personliga relationer kan inte byggas på rutiner, det måste byggas på känsla och samsyn. Ett levande varumärke bygger på företagets kultur och relationsbyggande med sina kunder. En hälsning är en invit till konversation och bekantskap. Ett innehåll som speglar en känsla och form för gemenskap. Redan i en sådan enkel sak som en hälsning, krävs djupare kundförståelse och individuell timing. I annat fall är risken att insatsen leder till försämring. Operationen lyckades men patienten dog. Det borde vara alla kunders rätt att bli behandlade med omsorg, som individer. Tror att många som tycker som jag, så fundera över vad det kan ha för konsekvenser på hur butiker ska utveckla äkta kundvärde - och njut av helgens underbara väder. Stefan Friberg, TNS Sifo
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