Developing a theoretical framework of consumer logistics from a comprehensive literature review

Paper delivered at the 21st Logistics Research Network annual conference 2016, 7th-9th September 2016, Hull. Abstract Purpose: Logistics as a business discipline entered academic consciousness in the mid-1960s when work by marketing academics discussed the integration between marketing and logistics. However, the link with consumers in the point-of-origin to point-of-consumption typology was not explored until Granzin and Bahn’s conceptualisation and model of consumer logistics (CL) in 1989. Since then few contributions have followed and neglecting this aspect of logistics research is difficult to understand. Firstly, the consumer represents a productive resource as an important downstream supply chain member carrying out logistics activities and tasks. Secondly, logistics activities directed towards the consumer also act along a marketing axis, i.e. satisfaction and loyalty for an overall shopping experience both from transaction-specific and cumulative levels are influenced by product quality elements and service-related dimensions. This paper presents a theoretical framework for deeper research into the topic of CL. Research approach: A literature review was conducted first following philosophical or field conceptualization principles as a first step towards theory building. Data bases of major logistics and SCM journals were searched however the publication timeframe was not limited as the concept of CL is relatively new. Selection criteria and Boolean searches were conducted and keywords used within article abstracts and title fields of search. Due to a relative scarcity of contributions obtained by that approach and in-line with the principle of methodological triangulation, additional search strategies were applied using Google/ Google Scholar searches. The majority of the cited contributions were also cross-referenced and included in the analysis if appropriate. Findings and originality: The literature search yielded a mother population of 46 documents of which 24 have been considered relevant for further consideration. The document harvest was analysed using Granzin and Bahn’s original CL issues and additional features in order to explore, structure, articulate, orient, hierarchize and delimit the field of CL in the 21st century. Research impact: This paper updates Granzin and Bahn’s work to outline new and distinctive features of CL given the obvious changes in the retail landscape since their work 27 years ago, such as the Internet and omni-channel retailing. More broadly, conceptualizing CL in a holistic manner enhances SCM theory building by questioning traditional notions of time and space ranges, isolated marketing-merchandizing/logistics considerations, traditional understandings of sites /locations, and equipment (e.g. shopping cart or basket)/ infrastructure/ layout and buying stages that are in-line with external evolutions on organizational, technological and societal levels. Practical impact: Understanding and improving CL contributes to supply chain competitiveness via increased consumer satisfaction and loyalty, better order fulfilment via cost reductions and efficiency increases, and enhanced differentiation targeting consumers receptive for sustainability/ ethics/ mobility/ lifestyle/ life quality issues. A dedicated approach to CL also enhances management of repercussions and interactions with upstream/ B2B logistics, visible through retail stores being both a destination and a source for inventory, the rise of drop-ship vendor relationships and new fulfilment options and related infrastructure

The effects of retail store lighting and shelf height on consumer' feeling of safety and behavior

This study aims to identify the effect of different lighting conditions and shelf height in a retail store environment on emotional states, feeling of safety and behavioral intentions. Lighting and store fixture height are two retail store components that can affect consumers’ emotional states and therefore their shopping experience. This experimental research used a mixed model repeated measures analysis of a 2x2x2 within subjects design to identify the impact of shelf height, lighting color and lighting intensity. The data collection instrument for this study consisted of an online survey. The survey included questions about eight (8) different simulated retail interiors: two different height conditions (high and low), two different color temperatures (cool and warm) and two different lighting intensities (bright and dim). It was hypothesized that lower shelf heights, bright light intensity and cool light color would elicit more positive feelings and behaviors than high shelf height. Pleasure and Arousal were measured with a set of items derived from the Mehrabian & Russell model (1974) and slightly adapted by Donovan and Rossiter (1982) to fit the context of shopping environment. The sample consisted of a total of sixty one (61) students. All subjects were screened for color blindness and for prior knowledge of lighting before participation in the survey. Based on this study's findings, both lighting and shelf height influence the way people feel and behave in the retail store environment. The settings with low shelf height elicited more pleasant emotions and more approach intentions than settings with high shelf height. This contention applies to cool light and to bright intensity lighting. Cool light seems to provide more pleasantness, arousal and approachability than warm light. Bright color also has been rated more positively than dim lighting. Overall, these findings confirmed also that retail environment cues play a role in the perceived safety. Situations with dim light were rated as less safe than well lighted ones. Higher shelf has been also rated as less safe than shorter shelves in this study. People felt more confident in settings with low fixture height and light with higher color temperature. These situations proved to elicit among respondents more pleasing emotions, feeling of safety and more positive behaviors. Under dim light respondents did not notice a difference between the two shelf heights. This research provides useful knowledge about the effect of two environmental cues on psychological states of customers. A well-lighted and open space, for example, influences the emotional state of customers, and induces more positive behaviors. Consequently, these customers tend to spend more time in those settings

コンビニエンスストアノギョウムトジンインハイチニカンスルケンキュウ

商品の販売だけでなく様々なサービスも取り扱うコンビニエンスストアでは，多種多様な業務を少人数のスタッフで行わなければならない。本研究は，コンビニエンスストアにおける業務調査によるデータやPOSデータを用いて，人員配置を計画するための手法を提案する。人員配置は，人件費削減という側面と顧客の満足度維持または向上という側面の両方を考慮して計画する必要がある。よって，業務分析から必要な業務量を算出し，整数計画法により必要となるスタッフ数を決定する。さらに顧客の満足度を低下させないことを目標とし，レジ待ち時間を指標として，POSデータを利用したシミュレーションモデルによりシナリオによる効果を検証する。提案する手続きを実際の店舗データで応用し，効率的に人員配置を行うにはシミュレーションによる定量的な効果測定が有効であることを示している

The Learning Impact of Offshore Outsourcing on Developing Economies Suppliers (DESs)

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Expanding our understanding of effective entrepreneurship and leadership processes : an application to the wine sector

"May 2014."Dissertation Supervisor: Dr. Thomas G. Johnson.Includes vita.The recent economic recession in the U.S. and in the E.U. is enhancing entrepreneurship processes around the world. Old forms of production are becoming obsolete along with old ways of organizing the economy and society. This scenario and the emergence of new leadership processes have prompted an increase in entrepreneurship focused on the needs of new niches. However, not all entrepreneurship and leadership processes have been successful in achieving their goals. Research on entrepreneurship and leadership has identified the need to further understand the dynamic features of these processes and their complexity. One of the sectors in the U.S. that has shown major growth during the last decade is the wine sector. The increase of national and international market competition in the wine sector has prompted new entrepreneurship and leadership processes in this sector. As a result, it seems timely and appropriate to expand our understanding of effective entrepreneurship and leadership processes in the U.S. wine industry. The dissertation's main contributions are to: (a) expand the understanding of the dynamics of entrepreneurship, (b) expand the understanding of how human cognition relates to its contexts in order to make entrepreneurship effective, (c) identify two types of leadership that are key for achieving companies' sustained competitive advantage, (d) expand the understanding of how human cognition relates to its contexts in order to make leadership effective, (e) identify the structures (traits and processes) that effective entrepreneurship and leadership share, (f) identify the synergies between entrepreneurship and leadership, and (g) bring useful insights to the nine wineries interviewed so that they can address their current challenges more effectively. Results indicate that there is a co-evolutionary process between entrepreneurs' cognition and their surroundings. The key elements that enhance the success of entrepreneurship processes are: (a) a clear vision and mission, (b) the ability to undergo deeIncludes bibliographical references (pages 201-214)

Towards a more retail-friendly airport design: a two-step approach

In recent years, the source of airport revenue has significantly changed. Accordingly, many airports have adjusted their strategies and focused on increasing retail revenue to improve financial sustainability. However, the literature review in this thesis identified two knowledge gaps: (1) empirical analyses on the effects of airport terminal design on retail revenue, and (2) application of general consumer shopping behaviour models to airport retail development. A two-step approach was developed. First, passenger shopping behaviour models were constructed based on two datasets collected at a case study airport: (1) eye-tracking data identified four types of passenger shopping behaviour—completely planned shoppers, partially planned shoppers, unplanned shoppers, and non-shoppers; (2) passenger questionnaire/interview data provided demographic and travel-related data to construct behaviour models. Second, the validity of the behaviour models was tested through an agent-based simulation model (ABSM) against the collected data. Next, the ABSM was used to examine the combined effects of passenger-related factors and terminal-related factors on retail revenue using five scenario studies. The results of the two-step approach revealed several significant findings. First, the passenger mix significantly affects retail revenue. Second, retail revenue could increase by 30% if passengers’ ‘visual distance’ was increased. Although passengers have limitations in their physical visual distance, it could be increased by providing information on retail offerings to passengers (e.g. interactive floor maps, mobile apps to provide retail information). Third, a 1% increase in dwell time could result in a 1.06% increase in retail revenue. Fourth, a sub-optimal terminal layout design could lead to a USD 57 million loss in potential annual retail revenue. Finally, adopting a centralised terminal layout could lead to a 7% increase in retail revenue. This thesis highlights the potential economic benefits of a well-designed terminal with a retail focus. In addition, this thesis demonstrates the feasibility and the potential of the proposed two-step approach in improving the existing retail configuration within airport terminals while maintaining the aeronautical functions. In conclusion, future terminal design guideline could be improved by adopting the two-step approach in designing a more retail-friendly terminal, which will contribute to the financial sustainability of the airport business

Risks affecting supplier-distributor relationships : evidence from Middle Eastern companies

DBAFor many manufacturers of fast moving consumer goods (FMCG), Middle Eastern markets are viewed as emergent economies with high growth potential. Some countries of the Middle East are witnessing a rise of modern trade channels such as hypermarket and supermarket formats, others are still dominated by traditional retailers such as wholesale and grocery store formats. Within this context, the decision to outsource the sales and distribution activities of a firm results in significant benefits but it also entails many dyadic risks between suppliers and their distributors. The purpose of this research is to understand how FMCG suppliers/manufacturers and distributors perceive relevant dyadic risks and how these risks are mitigated. The research examines the dyadic risk mitigation strategies adopted by both suppliers and distributors using relevant propositions based on transaction cost economics and agency theories. The propositions are explored by analysing 15 multiple dyadic cases which focus on the FMCG industry in three representative markets of the Middle East: Iraq, Kingdom of Saudi Arabia (KSA), and United Arab Emirates (UAE). Semi structured interviews have been conducted with 30 experts from the FMCG industry in the Middle East, split between suppliers and distributors. The research shows that FMCG suppliers in the Middle East are affected by dyadic risks that hinder their ability to control their performance. Distributors also face dyadic risks that are due to their dependency on suppliers, which affects their future sustainability. Dyadic Risk Mitigation strategies include deploying a control system and reviewing the formal contracting structure, as suggested by agency theory, while another strategic approach relates to a partial or vertical integration of assets of high specificity, as proposed by transaction cost economics theory. The research shows that trust plays a pivotal role in the relationship between suppliers and distributors. From a practical perspective, the research contributes to proposing a transformation road map that encapsulates guidelines and tools that managers can use to diagnose their dyadic risks and map their optimal dyadic risk mitigation strategy

Luxury retail brands and their consumers in emerging markets: developing mobile marketing and sustaining the brand value

Understanding an individual’s self-interests remains a challenging task for consumer marketing because brands have no direct access to individual’s inner mind in order to satisfy his or her consumption-related wants, needs and expectations. In the case of luxury brands, customer service experts only seek to maintain close relationships with wealthy and elite customers, and they cannot extend the same individualized services to mass-market consumers. Among the new middle classes in emerging markets, consumers do not have strong brand attachments, but they do have high purchasing power with regard to luxuries. To bridge this gap, mobile technology could be an ideal interface through which luxury brands could enhance interactive communication and engagement with consumers. Nevertheless, research findings have revealed major discrepancies in the adoption of technology. While luxury brands have been ‘slow’ in their adoption of such technologies, consumers have adopted mobile devices as extensions of themselves in the digital world, which greatly enrich their lifestyles. Therefore, a medium should be developed to bridge this gap. The Gearbox of Exchange is proposed to help integrate the consumer’s self-interests with those of luxury brands. Through conditional access with a mutually agreed-upon exchange value to balance privacy concerns and financial risks, the consumer might be willing to share customized information with the brands with which they trust to engage. The luxury brands will benefit from the sharing of this customized information, as they can better predict an individual’s preferences and choices. This virtual engagement will revitalize customization to activate personalized services for every individual. These mutually agreed-upon interactions will develop into a mutual interdependence, a B2B2C relationship. This bond will protect brands from severe competition. More importantly, their knowledge of customized information, which is provided through their direct access to consumers’ self-interests, will fill the black box of radical behaviourism and enhance these brands’ abilities to predict individual choices. Therefore, the knowledge generated from the Gearbox of Exchange will not be meaningless to transform consumer analysis into micro marketing