New Concepts for Efficient Consumer Response in Retail Influenced by Emerging Technologies and Innovations

The retail industry is continuously confronted with new challenges and experiences a transformation from a supplier’s market to a buyer's market. It is, thus, essential for the retail industry to consequently focus on, anticipate and fulfil consumer’s demands. Technologies and innovative business solutions can help to support to establish a required customer experience and, thereby, gain a competitive advantage. A multitude of new services and products, channels as well as players can already be identified which drive the transformation. Therefore, retailers need to understand current trends and technologies and identify as well as implement relevant solutions for their transformation since otherwise, new players will dominate the market. Hence, this dissertation aims to review and analyse new technologies which are coupled with innovative business activities in order to provide customer-centric retailing. For this purpose, this dissertation consists of five articles and derives four major contributions which introduce different approaches to establishing consumer satisfaction. Firstly, a core technology for retail is artificial intelligence (AI) which can be meaningful applied along the entire value chain and improve retailers’ positions. Two focus areas have been identified in this context which are (i) the optimisation of the entire retail value chain with the help of AI with the aim to derive transparency and (ii) the improvement of consumer satisfaction and relationship. Secondly, focussing on the consumer-retailer relationship in the digital era, a concept with a data architecture is proposed based on a real use case. The outcome was that a specific customer orientation based on data can increase the brand value and sales volume. Thirdly, the work presents that new shopping concepts, named unmanned store concepts, gain continuous growth. Unmanned store concepts employ a variety of new technologies, are characterised by attributes of speed, ease, as well as comfort, and are deemed to be the new ideal of the expectations of modern buyers. Two different directions have been deeper analysed: (i) walk-in stores and (ii) automated vending machines. The critical success factors for the usage of unmanned store solutions are distance as well as high consumer affinity for innovations. In times of the COVID-19 pandemic, which has a huge impact on retail, a continuous innovation capability still needs to be established. Finally, this work introduces a tool for systematic innovation management considering the current circumstances. Taken as a whole, this dissertation with its five articles deals with significant research questions which have not been approached so far. Thereby, the literature is extended by the introduction of novel insights and the provision of a deeper understanding of how retailers can transform their business into a more consumer-oriented way

Building Relationships That Last: Integrating Public Relations Into Web Design

This paper explores the relationship between web site design, public relations strategy, and a consumer\u27s intention to return to a web site. This relationship is defined through a model that explores the influence of information satisfaction, particularly when the web site design is congruent with the consumer\u27s expectations. The public relations dimension extends the consumer web site design model by interjecting a long-term focus on relationship building that organizations will need to make electronic commerce a viable investment in information technology resources. This is significant because it recognizes the importance of developing loyalty and trust online

Consumers‘ Intention to Adopt Mobile Marketing in Rural Areas. The Case of South Region in Unguja

The explosive use of mobile phones facilitates the introduction of different mobile app services which become an essential part of daily life. This forces the business vendors to place individually targeted marketing messages through mobile phones to ensure easy access to the service since the mobile phone is in the hands of owner all the day long. Most of the studies in mobile marketing adoption focused on urban and university consumers. This study aims to investigate the perception of consumers in rural areas on their intention to adopt mobile phone applications such as mobile marketing. A cross-sectional survey was conducted to collect data through self-administered questionnaires to consumers in two villages in the South district of Unguja. Confirmatory factor analysis and Structural Equation modeling were used to test the relationship of the constructs on the extended TAM model. The results show that perceived usefulness, perceived ease of use, and facilitating conditions were the significant determinants of behavioral intention to adopt mobile marketing to consumers of rural areas. The Implications and limitations of the research were discussed

The internet of everything sustainable advantages and synergies in clustered retail

The Internet of Everything (IoE) is a concept introduced by Cisco as the succeeding phase of the Internet of Things (IoT), consisting in creating a network connection of objects, people, processes and data (Cisco 2013). The novelty in this concept is that instead of referring simply to the network connection of physical objects, the IoE allows for connected ‘things’ to send higher-level information back to machines, computers, and people for further evaluation and decision making (Cisco 2013). ! This dissertation aims to analyze the IoE concept’s strategic impact in clustered retails. In order to contextualize the concept and, later, perform the correct analysis of the subject, a review of the technologies at its core and Cisco’s perspective of IoE’s realization in retail is made. Furthermore, making up the core of sustainable strategic advantage analysis, a review is made regarding Resource-based View (RBV) model according to Barney’s framework and Customer Relationship Management (CRM) through Payne and Frow’s framework. In the subsequent chapter, the model of analysis is explained, incorporating the proposition that a smartphone application is, at a first phase, the optimal presentation layer for consumers. Empirical data collection is then performed through a questionnaire intended to give answer to the dissertation’s research question of sustainable competitive advantage. The results, collected from a population sample of 120 respondents, ascertained the importance of the smartphone app and its most appealing features. The strategic applicability of IoE in clustered retail is, then, confirmed through the application of both RBV and CRM models, which verify the system’s potential to generate sustained competitive advantage, confirming the dissertation’s main objective.A Internet of Everything (IoE) – ou a Internet de Tudo - é um conceito introduzido pela Cisco como fase sucessora da Internet of Things (IoT) – ou a Internet das Coisas -, caracterizada por criar uma rede de conectiva de objectos, pessoas, processos e informação (Cisco 2013). A novidade introduzida por este conceito é de que, em vez de fazer referência apenas à rede de conexões de objectos físicos, o IoE permite à rede de ‘coisas’ o envio de informação de qualidade superior de volta para máquinas, computadores, e pessoas para avaliações e decisões adicionais (Cisco 2013). O objectivo desta dissertação assenta na análise do impacto estratégico do conceito de IoE em retalho conglomerado. De modo a contextualizar o conceito e, mais tarde, proceder à correcta análise do tópico, uma revisão da tecnologia basilar e da perspectiva da Cisco em relação à implementação da IoE em retalho é realizada. Ademais, constituindo a origem da análise à vantagem estratégica sustentável, uma revisão é feita a ambos os modelo de Resource-base View (RBV), de acordo com enquadramento de Barney, e Customer Relationship Management (CRM) – ou Gestão de Relacionamento com o Cliente -, através do enquadramento de Payne e Frow. No capítulo subsequente, o modelo de análise é explicado, incluindo a proposição que uma aplicação para smartphone seria, numa primeira fase, o canal de ligação e apresentação ao consumidor ideal. A recolha de dados empíricos é, de seguida, executada através de um questionário, pretendendo dar resposta dar resposta à pergunta central da dissertação relativa à vantagem competitiva sustentável. Os resultados, recolhidos de uma amostra populacional de 120 inquiridos, determinaram a importância da aplicação para smartphones e quais as suas características mais apelativas. A aplicabilidade estratégica da IoE em retalho conglomerado é, assim, confirmada através da aplicação de ambos os modelos de RBV e CRM, que certificam o potencial do sistema em gerar vantagem competitiva sustentável, confirmando assim o objectivo principal da dissertação

Exploring the acceptance of mobile marketing among Dutch and Portuguese smartphone users : a cross-cultural examination

The aim of this thesis is to explore smartphone users’ dimensions of mobile marketing acceptance and to understand which of these dimensions are relevant in explaining the intention to participate in mobile marketing. A cross-country analysis is performed of The Netherlands and Portugal assessing differences between the two countries while taking into account their cultural values. The cultural values are measured on an individual level with the scales established by Yoo, Donthu, and Lenartowicz (2011). Scales of Persaud and Azhar (2012) are employed to measure mobile marketing acceptance and the intention to participate in mobile marketing. The study is exploratory as well as quantitative, which included data collection through an online survey with 252 respondents. The results show that mobile marketing acceptance dimensions positively influence the intention to participate in mobile marketing. Perceived value is among smartphone users the main determinant of the intention to participate in mobile marketing. This is valid for both countries and the perceived value does not differ, implying no cross-national differences. Still, the Dutch smartphone users are more intent to participate in mobile marketing than the Portuguese smartphone users. The Dutch shopping styles are more consistent with mobile marketing, whereas for Portuguese smartphone users brand trust is essential in order to feel more comfortable with mobile marketing. Cultural values enable to understand these findings, especially for managers in Portugal. A study that further explores the influence of cultural values on mobile acceptance is suggested for future research.O objectivo da presente tese é o de explorar a aceitação de marketing no telemóvel por parte dos utilizadores, bem como aferirquais das dimensões deste construto são mais relevantes para explicar a intenção de participarnas campanhas de que são alvo. O estudo foi realizado em Portugal e na Holanda, com o objetivo de perceber se existem diferenças tendo em conta os seus valores culturais. Estes valores são medidos a nível individual através das escalas de Yoo, Donthu, and Lenartowicz (2011). As escalas de Persaud and Azhar (2012) são utilizadas para medir a aceitação do marketing nos telemoveis. O estudo é exploratório e quantitaivo e a recolha de dados foi feita através de um inquérito online que contou com online 252 respondentes. Os resultados revelam que a aceitação do marketing no telemóvel influencia de forma positiva a intenção de participar por parte dos utilizadores. O valor percebido é o maior determinante na intenção de participar neste tipo de marketing. Esta conclusão é válida para ambos os países. Ainda assim, os utilizadores de telemóvel holandeses revelam uma maior intenção de participar neste tipo de marketing do que os portugueses. O estilo de compra dos holandeses é mais consistente com o marketing movel, enquanto que para os portugueses a confiança na marca é fundamental para que estes se sintam mais confortáveis e aderirem. Os valores culturais não são expressivos, especialmente em Portugal. Futuramente sugere-se que seja explorado com maior profundidade a influencia dos valores culturais na aceitação do marketing através de telemóvel

Websites Vs. Apps: A Comparison of Consumer Acceptance of Apparel Mass-Customization Across Channels

After 20 years of industrial practice, consumers now can shop for mass-customized apparel in various channels including websites and smart device applications (apps). Online apparel mass-customization (OAMC), which provides platforms and convenience for customers to communicate with retailers effectively, provides retailers with a growing opportunity in today’s evolving omni-channel environment. Meanwhile, product value and experiential value delivered to consumers will help increase customer satisfaction and lower the return rate. However, little is known about consumers’ beliefs, attitudes, and purchase intentions of mass-customized apparels when using different channels. Two studies were intended to fill the research gap. Study 1 is an exploratory, qualitative study with a focus on analyzing feedback from consumers who have had real experiences of purchasing online mass-customized apparel. Study 2 presents a comprehensive attempt to examine the factors that impact consumers’ attitude toward using OAMC and the willingness to purchase online mass-customized apparel (through an experiment) with the technology acceptance model applied as a theoretical foundation. An online self-administered questionnaire was utilized to collect participants’ responses including OAMC evaluations of usefulness, enjoyment, ease of use, choice variety, risks, attitude, and willingness to purchase after practicing OAMC in the experiment. A total of 388 responses were collected from a southeastern University in the United States. Factor analyses were conducted to test and confirm the measurement model with results showing that the reliability and validities were well achieved. Hypothesized relationships and moderating effects were tested using a structural equation modeling approach. Research results indicated that the proposed hypotheses were partially supported. A positive attitude predicted willingness to purchase. Ease of use, enjoyment, and choice variety significantly influenced customers’ attitude. Usefulness and risks did not influence attitude in this research model. The moderation effects of online mass-customization channels, consumers’ level of fashion involvement, and consumers’ need for uniqueness were tested separately through multi-group comparisons. The results showed that there was no significant difference among consumers with different levels of fashion involvement, or different levels of need for uniqueness, or consumers who shop online mass-customized apparel in different channels. Theoretical and practical implications were provided based on research findings

Understanding the role of demographic, perceptual and personality factors in the use of mobile data services

Conventional telecommunication technologies, characterised by wires and fixed locations, are rapidly giving way to mobile data services (MDSs). Recent technological developments have opened up possibilities for various applications of MDSs. This thesis specifically focuses on two promising MDS applications: mobile banking (m-banking) and mobile learning (m-learning). It signifies an important step in the testing of theories related to demographics, perceptions and personality traits in the use of MDSs, through three studies. In Study 1, which examines the digital divide in the use of MDSs, I analyse the effects of gender and age differences on the usage of MDSs. An online survey was disseminated in the United Kingdom (UK), and completed responses were received from 2,000 mobile phone users and non-users on both sides of the divide (i.e., with or without access to mobile information and communication technologies (IeTs)). I developed eight hypotheses and used logistic regression and chi-square tests to test them. My findings demonstrate that men are more likely than women to use MDSs, and that young people are more likely than their older counterparts to use MDSs. The study contributes to the literature on MDSs by highlighting the issue of the digital divide. The study also provides insights to MDS providers and policymakers on how to develop and promote MDSs for different socio-demographic groups. In Study 2, I examine m-banking which is regarded as a killer application amongst all MDSs. This study has two parts. In Study 2 (Part I), I present a literature review of, and a classification framework for, the existing m-banking literature. Sixty-five articles related to m-banking were published in major journals and presented at conferences between January 2000 and June 2010. They belong to various disciplines, including information systems (IS), technology innovation, management and marketing. Study 2 (Part I) classifies these articles into five main categories: (1) m-banking overview and conceptualisation; (2):) m-banking applications and cases; (3) m-banking behaviour; (4) m-banking infrastructures; and (5) m-banking strategic, legal and ethical issues. Several new research questions that could yield valuable results in the m-banking field are given, including a fundamental question on users' switching behaviour from other banking channels to m-banking which is examined in further detail in Study 2 (Part II). In Study 2 (Part II), I develop a model that is anchored by expectancy theory and validate it using data collected from 493 mobile phone users in order to predict intentions to switch to m-banking. I chose the m-banking context because recent advances in mobile devices have made m-banking an attractive option for banks and mobile service providers; however, consumer demand for m-banking is low. The findings suggest that perceived mobility, relative advantage and self-efficacy are positively related to user intentions to switch banking channels. Perceived complexity is negatively related, whereas perceived financial resources and risk are not related to intentions to switch. Study 3 examines another key MDS, m-leaming which proposes to use a text messaging service as a tool to stimulate learners' activities. It examines whether learners' personalities influence their reactions to accessing course materials through m-learning messages. The Myers-Briggs Type Indicator (MBTI) was used to categorise learners into different personality groups. After conducting a field study with 217 students, it was found that learners of different personalities showed different levels of activities when receiving m-learning messages

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse

The impact of social media marketing on working adults’ purchase intention via e-commerce after Covid-19 pandemic

Technological advancement has been vulnerable in complimenting how consumer conduct their buying behavior. Social media, has fast been becoming a popular platform for dealers to reach customers when promoting and introducing products o gain more business opportunities and profits. Social Media continues to evolve in facilitating business and service growth by incorporating improved features to ease online interactions. This research aims to determine the impact of social media marketing on the factors influencing online purchasing intention via e-commerce among working adults in Malaysia after the Covid-19 pandemic. The pandemic has made online purchasing an excellent choice for conducting business transactions, mainly for safety and fear of getting into close contact with persons infected by the deadly virus. Hence, it is necessary to explore the insights on consumer buying intention from the perspective of scientific research in the business discipline that has become the objective of this study. The findings have successfully proven that the independent variables, i.e., the perceived Customer Trust (CT), perceived Product Usefulness (PU), perceived Service Quality (SQ), and perceived Social Media Marketing (SMM), do have significantly influenced the consumers purchasing intention after Covid-19 pandemic. The impact of social media marketing on working adults’ purchase intention via e-commerce after Covid-19 has resulted in a positive future outlook, especially towards business entities. The influence of social media marketing itself towards working adults can help those involved in advertisement and content-creating industries to continuously conduct research with the possibility of taking up their creative skills to a higher level. (Abstract by author