The specification of a consumer design toolkit to support personalised production via additive manufacturing

This thesis stems from the future scenario that as additive manufacturing (AM) technologies become cheaper and more readily available, consumers without formal design training will begin to customise, design and manufacture their own products. Much of this activity is likely to infringe on brands' intellectual property. The research explores the feasibility of a situation in which, rather than attempting to prohibit such activity, manufacturers engage with consumers to facilitate it, thus retaining control (albeit reduced) over their brand's image and the quality of products offered. The research begins with a literature review encompassing AM technologies and their adoption by consumers; mass customisation (MC) and the management of variation in product offering; and traditional models of industrial design (ID), including user-centred design and co-design. It finds that conventional definitions of MC and ID are unable to provide for the possibility of consumer intervention in the shape and non-modular configuration of products. Further research was then conducted in the areas of Open Design (including crowdsourcing, open sourcing and 'hardware hacking') as well as bespoke customisation, which were found to be much more accommodating of the scenario proposed. A new term, 'consumer design', is introduced and defined, together with the hypothesis that in future, the role of the industrial designer may be to design 'unfinished' products. An original classification of consumer involvement in ID is presented. Empirical research, undertaken with consumers using an iterative design software package (Genoform), demonstrated a preference for designing within pre-determined boundaries. Action research was conducted to assess consumer-oriented 3D CAD software, and compare its capabilities with that of MC toolkits. A survey of senior designers and brand managers revealed strategies for implementing and managing a brand's product design language, and a guide was created to show the relative importance of designed features. Using these findings, a prototype toolkit was created to demonstrate how a brand might facilitate consumer interaction with the shape design of a complex consumer electronics product (in this case a mobile phone). The toolkit was tested with both consumers and experienced designers to assess its viability. The research finds that it is possible to create a consumer-design toolkit which enables untrained users to change the form of a product, whilst maintaining brand equity and ensuring the product's functionality and manufacturability

The Role of alternative data in accurately determining credit score for mobile lending on digital wallets in Kenya

A Thesis submitted in partial fulfillment of the requirements for the Degree of Masters in Public Policy and Management at Strathmore UniversityThe increased call for global financial inclusion especially for the low income earners, has resulted to increased use of mobile lending on digital wallets. The purpose of this study was to describe the role of alternative data in accurately determining credit score for mobile lending on digital wallets in Kenya. Alternative data as independent variables included social network data, mobile phone data and transaction data. The study employed a descriptive survey design to meet the research objectives. Primary quantitative data were collected using questionnaire tool. The survey was conducted to a 350 sampled respondents of mobile lending application users; where 230 were individuals while 120 were informal micro enterprises using mobile money applications. Scientific and non-probability sampling methods were used. Descriptive analysis and multivariate analysis through ordinary linear regression was used to develop the model of the study. Also, principal component analysis was conducted to describe the dimensionality of the dataset. Reliability and validity of the research instruments was determined to ensure that the information gathered addresses the research problem. Diagnostics tests such as normality test and multicollinearity tests were performed. The study findings on regression analysis to determine the relationship between social network data, mobile phone data and transaction data and credit score for mobile lending on digital wallets established that of the three independent variables of the study; there was significant positive relationship between transaction data and credit score for mobile lending on digital wallets in Kenya. That is, consumers’ increased transaction records improves their credit score. The results also revealed that there was insignificant positive relationship between social network data and credit score for mobile lending on digital wallets. Lastly, findings revealed that there was a significant inverse relationship between mobile phone data and credit score for mobile lending on digital wallets. On policy implications, the study recommends that both the government and mobile lending providers should design clearer policy frameworks that streamline the use of alternative data such as transaction records of consumers. Also, there is need for mobile wallet providers to adhere to regulations of privacy and educating their borrowers on the importance of having accurate information on their social media accounts that reflects their personalities. This also formed the knowledge contribution of the study. Since this study was carried out on individuals and informal micro enterprises, this study recommends that a similar study should be undertaken in the future but with Fintech or mobile lending providers as the target respondents

Mobile advertising effectiveness versus PC and TV using consumer neuroscience

This Doctoral Thesis, entitled Mobile Advertising Effectiveness versus PC and TV, Using Consumer Neuroscience, while analyzes both the evolution of mobile advertising and its current situation, also discusses, how effective is mobile advertising when compared against advertising in other digital devices, such as PC and TV. The last few years have been characterized by an increase of the time that consumers spend on their mobile phones and as a result, by an increase in the expending on digital mobile advertising. Brands are already demanding models that measure digital advertising effectiveness, and consumer neuroscience technology may help, not only to measure it, but also to understand its impact on consumers. Considering this environment, this research proposes various recommendations for advertisers that may be considering using consumer neuroscience technology to measure mobile advertising effectiveness, as well as recommendations on how to design mobile ads that increase advertising effectiveness

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

Exploring value co-creation within buyer-seller relationship in mobile applications services : a model development

Mobile phones have become an indispensable part of consumers’ life where they access core and supporting services via mobile applications services (m-applications). The focus of the present study is to explore dyadic buyer-seller roles in m-applications services’ value creation taking mobile banking applications services (MB-applications) as a case study. While prior research on value co-creation in service dominant logic (S-d logic) serves as a foundation for this study, it does not provide adequate guidance on how buyer and seller co-create value in m-applications services.To address this shortcoming, semi-structured interviews were carried out with 12 banks’ officials in banks’ headquarters of Saudi Arabia. Also, six focus groups were conducted; three with MB-application services users and three with non-users which were held in Riyadh College of Technology (RCT). In addition, a content analysis of MB-applications services was conducted to support suppliers’ perspectives regarding value propositions (service offering). A conceptual framework is developed for managing co-creation to illustrate practical application of the framework.The findings pointed to six factors that shape shape service suppliers’ ability to offer and deliver value via MB-applications, namely; brand image building, bank’s business vision, customer culture-orientation, bank’s internal environment, information technology system and positioning strategy. These factors combine to establish a value proposition for banks’ customers in the MB-applications services domain.Customer’s value creation as value in-use during usage emerged in different usage situations. A value framework incorporating value consumptions (Sheth et al., 1991a) is proposed. It identifies the main value-adding elements in m-applications and the primary drivers for adopting m-applications. Findings revealed that bank managers attempted to support customers’ value creation, which was reflected in MB-application content. However, support was constrained by some insufficient assumptions about customers and the m-commerce architecture. Factors that impede MB-applications use include consumers’ banking habits, perceived risk (security and privacy); usability hindrance, marketing and promotion, technical problems, and socio-cultural barriers. Implications are drawn for service delivery value perception and mobile marketing theory, and recommendations are made to service suppliers and commercial banks to achieve sustained returns of investment from MB-applications services

The adoption intention of travel-related app: a framework integrating perceived characteristics of innovation and software quality

This thesis aims to analyze the views of customers who have great appetite for tourism on the tourism application. According to the perception characteristics of technology acceptance model, innovation diffusion theory and software quality model, the thesis sets up the research model and puts forward the corresponding research hypothesis on the combination of current research results. In the manner of questionnaire design and collection and data processing, data analysis and hypothesis verification will be conducted by the use of structural equation model. The research result implies that application design attributes and application performance features are key to promote the adoption of mobile travel application. In addition, this research broadens our horizons on the accidental impact of application attributes on adoption behavior through adding user gender as a variable to the model, and increases an awesome theoretical basis for future research in this field.Esta tese tem como objetivo analisar as visões de potenciais turistas com grande interesse por aplicações turísticas. De acordo com as características de percepção do modelo de aceitação de tecnologia, teoria da difusão da inovação e modelo de qualidade de software, a tese estabelece o modelo de investigação e propõe hipóteses de investigação correspondentes, sobre a combinação de resultados da pesquisa atual. Uma vez realizado o desenho do questionário e feita a recolha e processamento de dados, a análise de dados e a verificação de hipóteses foram conduzidas pelo uso do modelo de equações estruturais. O resultado da pesquisa implica que os atributos de design do aplicativo e os recursos de desempenho do aplicativo são fundamentais para promover a adoção do aplicativo móvel de viagem. Além disso, esta pesquisa amplia os horizontes sobre o impacto acidental de atributos de aplicação no comportamento de adoção, adicionando o gênero do usuário como uma variável ao modelo, e aumenta uma importante base teórica para pesquisas futuras neste campo