This document outlines a proposed research study on how retailers can improve the customer experience through the use of mobile technologies. The study will use qualitative interviews to understand how consumers interact with innovative technologies like mobile devices during their in-store shopping journey. The objectives are to gain insights into how mobile can enhance the in-store experience and compare customer decision-making for low and high involvement purchases. The methodology will use interpretivism and constructivism approaches with thematic analysis of 10-15 interviews. The findings aim to provide retailers insights on investing in digital technologies to improve customer experience and increase return on investment.
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students and Employees from different part of India. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the Customers. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments found a variation of the different factors importance and established implications for online stores. Mrs. T. Sreerekha | Mrs. R. Saranya | Mr. V. S. Prabhu "Consumer Behaviour in Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26354.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/26354/consumer-behaviour-in-online-shopping/mrs-t-sreerekha
The study aims to measure the customers’
expectation levels of service quality in the food retail sector
against their perceptions levels of the service quality at
Nakumatt hypermarkets and to determine the gap
between customers’ expectations and their perceptions of
the service quality.
A descriptive research design was adopted to carry out
the research. Using a SERVQUAL survey instrument
based on the Dabholkar RSQS model this study was
conducted with customers from Nakumatt stores in
Nairobi Kenya. . Through a self reported questionnaire,
150 respondents were approached using a convenience
sampling method from the store locations.
Key findings include confirmation that customers have
higher expectations for service quality in retail
supermarkets than is anticipated. Gap 5, which is a gap
between customers’ Expected Service and customers’
Perceive This study does not differentiate applicability of
the RSQS in the different formats of the retail store.
Future research should examine the impact of the different
retail formats in using the scale for measuring retail
service quality. Also the customers were a little reluctant
in revealing the information because of the lengthiness of
the questionnaire.
This is one of the few studies which attempted to
investigate customers’ expectations of service quality in
retail supermarket in Kenya. d Service, was identified.
The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students and Employees from different part of India. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the Customers. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments found a variation of the different factors importance and established implications for online stores. Mrs. T. Sreerekha | Mrs. R. Saranya | Mr. V. S. Prabhu "Consumer Behaviour in Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26354.pdfPaper URL: https://www.ijtsrd.com/management/marketing-management/26354/consumer-behaviour-in-online-shopping/mrs-t-sreerekha
“To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.)
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
This research paper considers the understanding of the customers’ satisfaction towards and perceptions towards D-mart;. Specifically this research will seek to identify which factors effect on satisfaction.
The purpose of this study is to find out overall satisfaction towards Dmart. Some people are satisfied about price, some people about product variety. Research was done through questionnaire and discus with some customers in college campus who are customers of D-mart. Retailers have recognized this trend and are of the view that customer satisfaction plays a role in the success of business strategies. Therefore it has become important for grocery retail stores to try and manage customer satisfaction. This paper was thus developed to investigate the satisfaction levels of customers in D-mart. Data was collected from D-mart in akurdi, pune. The study examined the importance of overall dimensions and specific elements of customer satisfaction towards the measurement of satisfaction levels.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
“To study the switching behavior of consumer special reference to urban market ”which is submitted by me in partial fulfillment of the requirement for the award of degree B.Com(Hons.)
Factors Affecting On Customer Retention: A Case Study of Cellular Industry o...paperpublications3
Abstract: The aim of this study is to investigate the effect of price perception, customer satisfaction, brand image, switching barriers (switching cost, interpersonal relationship and attractiveness of alternative) and trust towards the Customer retention in the cellular industry of Pakistan. This study adds many other supporting materials especially for the literature review; a model is used by this study to find the effect of the factors on customer retention. The data was collected from the customers in Lahore who are subscribers one of the cellular company (Mobilink, U-Fone, Telenor, Warid, and Zong) of Pakistan. The data is analyzed with the help of the multiple regression analysis. Out of seven variables tested it is found that switching barriers (interpersonal relationship and switching cost), brand image, price perception, trust and customer satisfaction have the effect on customer retention. However, customer satisfaction has little to do to increase the customer retention. This study also provides evidence that the higher switching barrier of attractiveness of the alternative lower will be the customer retention. This current study has its own limitation since this research is only conducted in Lahore area. Therefore the finding of the study is unable to be generalized for the whole population of mobile users in Pakistan as the sample size is measured small. The findings can help the service providers to find the effect of customer satisfaction, price perception, trust, brand image and switching barriers towards the customer retention.
Keywords: customer satisfaction, brand image, price perception, trust, switching barriers, customer retention.
Customer experience in supermarkets and hypermarkets – A comparative studyiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
The study was been conceptualized to study the effect of retail service quality on the consumer decision making process for a brand selection. Therefore, to create a distinct position in the marketplace, retailers are focusing on retail service quality that gives a competitive advantage to the company. Exploratory factor analysis was run to understand the retail service quality factors in fashion retail market with relevance to the brand, Moustache. Six components were extracted through Varimax method and rotated component matrix, namely store presentation/display, convenient facilities, problem solving, temperature, store layout and personal interaction. For regression analysis, the hypothesis developed for the research were perceptual service quality of the fashion retail store influences the perceptual quality of the brand and different dimensions of retail service quality influences significantly the perceptual quality of the brand. Significant relationship between perceptual quality of the retail store and perceptual quality of the brand has been established. Cluster analysis was done first by hierarchical method to deduce number of clusters which can be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. Four differentiating segments were concluded with discrete characteristics. The study also attempted to understand the influence of three factors, store outlet/format, assistance and exclusive range, on customer preference. Utility of all the eight options was calculated through conjoint analysis according to the preferences of the customers.
This research paper considers the understanding of the customers’ satisfaction towards and perceptions towards D-mart;. Specifically this research will seek to identify which factors effect on satisfaction.
The purpose of this study is to find out overall satisfaction towards Dmart. Some people are satisfied about price, some people about product variety. Research was done through questionnaire and discus with some customers in college campus who are customers of D-mart. Retailers have recognized this trend and are of the view that customer satisfaction plays a role in the success of business strategies. Therefore it has become important for grocery retail stores to try and manage customer satisfaction. This paper was thus developed to investigate the satisfaction levels of customers in D-mart. Data was collected from D-mart in akurdi, pune. The study examined the importance of overall dimensions and specific elements of customer satisfaction towards the measurement of satisfaction levels.
To Understand the Eco-System in Digital Media Marketing.Saurabh Giratkar
Title of the Dissertation Report is “To Understand the ecosystem of digital media marketing” and Objectives of the Dissertation are to understand the change in consumer buying behavior in digital era. Methodology used for achieving these objectives is a exploratory research. For achieving the objective, I have done one research using an online questionnaire. The title for the research is “Understand the consumer buying behaviour of Indian in digital era”.
Main findings of this Dissertation are given here. Indian customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.
The successful completion of this Dissertation indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”
Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. Advertising is defined by Richard F. Taflinger as “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
A Study on Customer Perception towards Business Innovation Practices in Tiruc...PARAMASIVANCHELLIAH
A STUDY ON CUSTOMER PERCEPTION TOWARDS BUSINESS INNOVATION
PRACTICES IN TIRUCHIRAPPALLI DISTRICT
Dr.C. PARAMASIVAN, Ph.D.
Assistant Professor of Commerce
&
G. RAVICHANDIRAN
Ph.D. Full Time Research Scholar
PG & Research Department of Commerce
Thanthai Periyar Government Arts and Science College (Autonomous)
(Affiliated to Bharathidasan University, Tiruchirappalli)
Tiruchirappalli - 620023.
A Study on Customer Perception towards Business Innovation Practices in Tiruc...PARAMASIVANCHELLIAH
A STUDY ON CUSTOMER PERCEPTION TOWARDS BUSINESS INNOVATION
PRACTICES IN TIRUCHIRAPPALLI DISTRICT
Dr.C. PARAMASIVAN, Ph.D.
Assistant Professor of Commerce
&
G. RAVICHANDIRAN
Ph.D. Full Time Research Scholar
PG & Research Department of Commerce
Thanthai Periyar Government Arts and Science College (Autonomous)
(Affiliated to Bharathidasan University, Tiruchirappalli)
Tiruchirappalli - 620023.
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG.docxdeanmtaylor1545
SYDNEY BUSINESS SCHOOL - UNIVERSITY OF WOLLONGONG
NSW Taxi Industry
-
Understanding consumer behaviour and building a
unique selling proposition
MGNT922 - BUSINESS RESEARCH PROJECT
Name: Phuong Nguyen
Student ID: 5961294
Word count: 3,918
Acknowledgement
The research has been conducted under the guidance of Ms. Zeynep Roberts, Coordinator and Lecturer of MGNT922 Business Research Project at Sydney Business School, University of Wollongong. We thank Ms. Roberts for providing knowledge and expertise that substantially assisted this research.
Moreover, we would also like to acknowledge with gratitude the support of all participants. Their insights were of fundamental importance to the understanding of the research problem, and the study would not have been possible without these individuals.
Table of Contents
I. Introduction 5
II. Literature review 5
III. Research methodology 11
IV. Analysis and Interpretation 13
V. Conclusion 16
References 18
Executive Summary
The study aims to understand the competitive position and differentiation of the point-to-point transport service market, which is achieved through the understanding of consumer behaviour and attitudes towards services in the category. The report is divided into five main sections, namely introduction of the industry and problem under study, extensive literature review, research methodology, analysis and interpretation, and conclusion.
The introduction provides an introduction of the research and the overview of the NSW Taxi industry with its challenges to overcome. The report then provides a critical review of four relevant literatures linked to the research problem and questions. In this section, Katz's four functional theories of attitudes acts as a guidance for determining the underlying motives of consumer behaviour and attitudes. The second model reviewed is the innovation adoption model, which is directly linked to the creation of the unique selling proposition. The third model assesses the habitual, cognitive and affective decisions included in the consumer decision making process, while the last model mentioned is the three levels of product, which offers the view that a service is composed of factors beyond physical features, but also a complex combination of attributes and benefits.
The study employs both primary and secondary research, which consists of in-depth interview to collect qualitative data from a sample of 5, and survey to gather quantitative data using SurveyMonkey with a sample of 50. Moreover, secondary research retrieves information from online databases such as journal articles and news articles. The research employs samples of adults living in Sydney who use the taxi service at least monthly, with the sample being drawn using non-probability sample design and online sampling due to its ability to reach a wider range of people within a limited timeframe. However, the research has certa.
3 ijaems sept-2015-4-mining consumer knowledge from shopping experience a ca...INFOGAIN PUBLICATION
E_Commerce becomes far much popular in recent years. E Commerce nowadays is almost everywhere. People go through online ; meanwhile, they are more and more accustomed to buy goods via E_Commerce channel. - The E-Commerce web sites are facing lots of problems today. Customers prefer traditional way to purchase the products and not from E-Commerce web sites. If we see the history of E-Commerce, then we get that E-Commerce is the purpose of Internet and the web to conduct business Even in recession, it is thriving and has become one of the most important consumption modes. This study uses cluster analysis to identify the profiles of E_Commerce consumers. The rules between E_Commerce spokespersons and commodities from consumers are recognized by using association analysis. Depicting the marketing knowledge map of spokespersons, the best endorsement portfolio is found out to make recommendations. By the analysis of spokespersons, period, customer profiles and products, four business modes of E_Commerce are proposed for consumers: new product, knowledge, low price and luxury product; the related recommendations are also provided for the industry reference.
A STUDY ON TECHNOLOGY DRIVEN INNOVATION PRACTICES IN BANKING SECTOR IN TIRUC...PARAMASIVANCHELLIAH
A STUDY ON TECHNOLOGY DRIVEN INNOVATION PRACTICES IN BANKING
SECTOR IN TIRUCHIRAPPALLI DISTRICT
Dr.C. PARAMASIVAN, Ph.D
Assistant Professor of Commerce, ThanthaiPeriyar Government Arts and Science College
(Autonomous)(Affiliated to Bharathidasan University ,Tiruchirappalli )Tiruchirappalli - 620023.
G. RAVICHANDIRAN
Ph.D. Full Time Research Scholar, PG & Research Department of Commerce ThanthaiPeriyar Government
Arts and Science College (Autonomous)(Affiliated to Bharathidasan University , Tiruchirappalli
)Tiruchirappalli - 620023.
A STUDY ON TECHNOLOGY DRIVEN INNOVATION PRACTICES IN BANKING SECTOR IN TIRUC...PARAMASIVANCHELLIAH
A STUDY ON TECHNOLOGY DRIVEN INNOVATION PRACTICES IN BANKING
SECTOR IN TIRUCHIRAPPALLI DISTRICT
Dr.C. PARAMASIVAN, Ph.D
Assistant Professor of Commerce, ThanthaiPeriyar Government Arts and Science College
(Autonomous)(Affiliated to Bharathidasan University ,Tiruchirappalli )Tiruchirappalli - 620023.
G. RAVICHANDIRAN
Ph.D. Full Time Research Scholar, PG & Research Department of Commerce ThanthaiPeriyar Government
Arts and Science College (Autonomous)(Affiliated to Bharathidasan University , Tiruchirappalli
)Tiruchirappalli - 620023
Running Head CONSUMER BEHAVIOR ANALYSISCONSUMER BEHAVIOR ANALMalikPinckney86
Running Head: CONSUMER BEHAVIOR ANALYSIS
CONSUMER BEHAVIOR ANALYSIS 10
CONSUMER BEHAVIOR ANALYSIS
Student’s Name: HEJIE ZHENG
Course: CIS4321
Date:04/20/19
Contents
PROPOSAL 2
CONSUMER BEHAVIOUR ANALYSIS 2
SIGNIFICANCE OF ANALYSING CONSUMER BEHAVIOURS. 3
CONSUMER BEHAVIOUR DATA SET 3
IMPLEMENTATION OF CUSTOMER BEHAVIOUR DATA SET 5
CUSTOMER BEHAVIOR DATA MINING TECHNIQUES 7
Association Mining 7
Transaction study unit 7
CONCLUSION 7
REFERENCES 8
PROPOSAL
The modern consumer behavior perspective is just the same as the traditional consumer behavior perspective.CONSUMER BEHAVIOUR ANALYSIS
Our project is consumer behavior analysis. Research has been conducted and presented on the behavior of consumers and how the data obtained is important in solving real-world problems. In analyzing consumer behavior in this paper, we will embrace data mining techniques. Each data mining technique has its pros and cons. For this reason, we will choose the best technique to mine our database. The main objective is identifying psychological conditions that affect customer’s behavior at the time of purchase and the key data mining tool that is convenient for each method of purchase. Furthermore, there is an association rule that is employed in customer mining from the sales data in the retail industry.
SIGNIFICANCE OF ANALYSING CONSUMER BEHAVIOURS.
Analyzing consumer behavior is important as the data obtained is converted to a format that is statistical and a technical technique is used to analyses the data (Stoll, 2018). Business enterprises also use the knowledge of consumer behavior in the following ways:
I. Determining the psychology of consumers in terms of their feeling, reasoning, and thinking and how best they can choose between the alternatives.
II. Businesses also determine how the business environment affects consumers’ mindset.
III. Businesses can determine the behavior of customers at the time of purchasing their goods and services.
IV. Companies also find out how customer motivation affects customers' choice of goods of utmost importance.
V. Finally, Business finds ways of improving their marketing strategies based on the available data that they will gather.CONSUMER BEHAVIOUR DATA SET
The modern consumer behavior perspective is just the same as the traditional consumer behavior perspective. The patterns used by consumers in the day to day lives are also applicable in the online context. Koufaris (2002) in his article argues that online consumer behaviors are similar to traditional behaviors. However, online consumers have additional advantages as besides being customers, they easily access the information about the goods and services they want. The contents of our datasets pertaining the consumer behaviors can be found in Montgomery, Li, Srinivasan, and Liechty (2004.)
In the present world, a normal consumer is regarded as a constant generator whom his or her data is treated in diverse contexts as unstructured, contemporary ...
Running Head CONSUMER BEHAVIOR ANALYSISCONSUMER BEHAVIOR ANAL
Poster BMAN60430_9522424
1. The use of Mobile for a better customer experience in the Retail Industry
by Cristina Botet Jolonch · ID: 9522424
MSc Marketing · Manchester Business School
Introduction
The retail industry is certainly key to the United Kingdom’s economy (Rhodes, 2014). As
stated by the UK government, not only do the figures speak for themselves (average weekly
spend in the retail industry is £6.6 billion) (ONS, 2015), but this industry also affects every
community, touching everyone’s lives (Department for Business Innovation & Skills, 2013).
Changes in the environment have constantly pushed firms within the retail sector to adapt
their business activity to meet profitable customers’ needs and wants, looking for their spot
in a highly competitive market (Grewal et al., 2009). In the last decade, the growth of new
technologies has been one of the factors responsible for revolutionising the retail landscape
(Meuter et al., 2003)
Theoretical Background
Customer
Service
Satisfaction Loyalty Profit
Firm
Market
Value
• The fierce competition in the retail market encourages organisations to focus on the
quality of their services (see Figure 1). To act as a clear differentiator, services demand to
be wrapped with experiences (Wiles, 2007; Pine and Gilmore, 1998).
• Therefore, stores need, not only to be considered just a place to sell merchandise, but a
space for people to enrich their lives (Morse and Johnson, 2011; Verhoef et al. 2009).
• Technology can be an ally for retailers to improve customer’s service experience (Grewal
et al., 2009). So far, customer-technology encounters in retail have proven to enhance
convenience, control, speed, autonomy, enjoyment and social interaction (Collier et al.,
2015; Rohm and Swaminathan, 2004, Christodoulides and Michaelidou, 2010).
• Smartphones, considered an extension of human bodies are not only used for social
stimulation, but also as part of the shopping experience. Hence, this device has the
potential to enable retailers to improve consumers’ journey experience anyplace at
anytime (Shankar et al., 2010; Persaud and Azhar, 2012).
• Retailers can’t influence each stage of the consumer journey to the same extent. There
is a need to know which is the best moment to be there (Birss, 2014).
• Customer journey, and so decision making process, is not a linear static process.
Involvement, among other variables is an influencer of the stages adopted by consumers
(Petty et al. 1983)
Figure 1: Customer Service Profit Chain adapted and tested by Wiles (2007)
Research Objectives
• Understand consumers’ interaction with current innovative technologies during the
customer journey with special focus in store
• Gain specific insights into the possibilities of mobile devices to improve consumers’ in
store experience
• Compare and contrast consumer decision-making process in low and high involvement
scenarios
Methodology
• Interpretativism: Aim to understand a reality constructed
by consumers. Therefore the researcher opts for a
subjective and multiple understanding of reality
(Malhotra et al., 2012)
• Constructivism: ‘Knowledge’ will be accomplished thanks
to social actors (i.e. the researcher and participants will
play an active role in shaping the ‘phenomenon’)
(Bryman and Bell, 2011).
• Convenient sample: 10 to 15 Individuals aged from 18 to
30 actively involved in shopping in store at least once per
week.
• Recruited through personal contacts and snowballing
effect from participants’ referrals.
• Face-to-face, in depth, semi-structured and conversational
interviews (Manson, 2004)
• Interviewee considered an active participant in the
construct of ‘knowledge’ (Kvale, 2008)
• The procedure will follow Miles and Huberman (1984)
components of data analysis: flow model
• Phenomenological analysis: data reduced to themes
trying to draw these together to interpret the meaning
(Byrman and Bell, 2011)
Sample
Technique &
Recruitment
• Inductive approach: This study intends to to build theories
from the data collected and analysed.
• Qualitative method; exploratory approach: The purpose
of the research is to try to understand a social
phenomenon, encapsulating consumers’ behaviour,
experiences and feelings towards technological
interaction during their consumption journey; and provide
insights of the nature to the retail industry.
Data
Collection:
Interviews
Data
Analysis:
Thematic
analysis
Theory &
Research
Epistemology
& Ontology
Research
method &
approach
The findings of the study will help retailers to have a deeper understanding of customers’
needs and wants regarding innovative technologies, with special focus on mobile,
throughout their customer journey. Therefore, practitioners will better know how to invest in
digital to get a higher ROI by improving their customers’ shopping experience.
Nevertheless, certain limitations of the research proposed should be considered:
• The knowledge resulting from the research will be context dependent and time bounded
due to its dynamic, participant constructed and evolving nature (Malhotra et al., 2012).
• The limited size and convenient sampling technique will also restrict the validity,
generalizability and objectivity of the results.
• Moreover, only one variable (high vs. low involvement) will be considered when studying
the consumer decision-making process.
Implications & Limitations
Ethical considerations
Voluntary participation and consent of data
being collected
Transparency ensuring participants have a
clear understanding of the purpose and the
use of the data collected
Opportunity to opt out of the study and
subsequent use of its data
Anonymity will be ensured. Avoidance of
sensitive topics
Measures for personal safety
Reference List
BIRSS, D. 2014. The Day Before Tomorrow: The Future of Retail. The Drum Studios.
BRYMAN, A. & BELL, E. 2011. Business research methods 3e, Oxford University Press.
CHRISTODOULIDES, G. & MICHAELIDOU, N. 2010. Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27,
181-197.
COLLIER, J. E., MOORE, R. S., HORKY, A. & MOORE, M. L. 2015. Why the little things matter: Exploring situational influences on customers' self-service
technology decisions. Journal of Business Research, 68, 703-710.
DEPARTMENT FOR BUSINESS INNOVATION & SKILLS. 2013. A Strategy for Future Retail - Industry and Government delivering in partnership October 2013 ed.
GREWAL, D., LEVY, M. & KUMAR, V. 2009. Customer experience management in retailing: An organizing framework. Journal of Retailing, 85, 1-14.
KVALE, S. 2008. Interviews : an introduction to qualitative research interviewing London, SAGE.
MALHOTRA, N. K., BRIKS, D. F. & WILLS, P. 2012. Marketing Research: An Applied Approach, Essex, Pearson Education Limited.
MANSON, J. 2004. Semistructured Interview. In Michael S. Lewis-Beck, A. Bryman, & Tim Futing Liao (Eds.), The SAGE Encyclopedia of Social Science Research
Methods. (pp. 1021-1022). Thousand Oaks, CA: Sage
MEUTER, M. L., OSTROM, A. L., BITNER, M. J. & ROUNDTREE, R. 2003. The influence of technology anxiety on consumer use and experiences with self-
service technologies. Journal of Business Research, 56, 899-906.
MILES, M. B. & HUBERMAN, A. M. 1984. Drawing valid meaning from qualitative data: Toward a shared craft. Educational researcher, 20-30.
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Gantt Chart
An overview to the whole process of the research to help having clearer schema of the
different stages and the time the researcher is planning to invest in each of them.
The timeline is subject to external factors affecting the development of the procedure.
MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER
Topic selection 2 weeks
Background and Literature Research
14 weeks
Methodology
4 weeks
Interview Guide
4 weeks
Participants Recruitment
3 weeks
Data Collection
4 weeks
Data Analysis
3 weeks
Discussion
3 weeks
Conclusion
2 weeks
1st Draft
Revising Chapters
3 weeks
2nd Draft
Editing and proofreading
2 weeks
Binding
Deadlines
Poster Day
29th
Research Proposal
6th
Ethics form
29th
Dissertation Submission
7th
• There is very little evidence in the existing literature regarding how and when mobile
devices can contribute to enhance the customer shopping experience.