4/25/2024 0 Comments Google grocery customer journeyOnly a small number of previous studies offer an inventory of retailing technologies into a common framework, with even fewer adopting the retailer perspective (e.g., Hoyer et al., 2020 Linzbach et al., 2019 Reinartz et al. Consequently, the main objective of this research is to explore how retailers leverage technology to create a differentiated CX. 2020 Tom Dieck and Han, 2022 Alexander and Kent, 2020). However, research on the role of technology as an enabler of CX remains scarce (Flavián et al. In today’s highly competitive retail environment, retailers require information on how they can strategically incorporate technology to maximise the experience they can provide to customers and the performance of their firms (Grewal et al., 2020 Moore et al., 2022). In that vein, firms that succeed at using technology to improve the shopping experience are most likely to enjoy a stronger competitive advantage (Savastano et al., 2019 Reinartz et al., 2019 Foroudi et al., 2018 Sethuraman and Parasuraman, 2005). Aiming to produce marketing-relevant insights, this study responds to the call to conduct descriptive research as a starting point to identify the CX management strategies currently in use in retail (Verhoef et al., 2009).Ĭonveniently integrated into the customer journey, technology has the potential to enhance CX (Sebald and Jacob, 2020 Alexander and Kent, 2020), which includes all the touchpoints at which the customer interacts with the business, product, or service (Grewal et al., 2009), and ultimately drives satisfaction, purchase intentions, and store patronage (Puccinelli et al., 2009 Mosquera et al., 2018 Molinillo et al. With consumers increasingly demanding a seamless shopping experience, the delivery of a superior customer experience (CX) has become a key objective for retail companies, many of which have incorporated this notion into their business mission statements (Foroudi et al., 2018). The findings of this study offer key insights to retail companies who face the challenge of investing in technological advancements that deliver superior value to customers while supporting their firm’s long-term economic goals. The results spell out three groups of technological solutions that retailers should consider when aiming to create an enhanced CX: (1) technologies that contribute to improving experiential aspects of the shopping experience, (2) technologies that reduce friction throughout the customer journey and (2) technologies that enhance transparency and brand trust. Data are analysed using content, descriptive, and correspondence analyses. To do so, an exploratory study is conducted based on a qualitative enquiry and a survey of 201 retail experts. The study provides a list of 15 shopper-facing technologies that retailers assess when aiming to improve CX and develops a framework to classify them. This article aims to explore how retailers capitalise on technology to create a differentiated customer experience (CX). Technology has helped consumers embrace new ways of shopping.
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