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خانه مقالات-Article مقالات کامپیوتر-Computer Articles داده های عظیم-Big data Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes
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Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes

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Given the enormous amount of data created through customers’ transactions in retail stores, it comes as no surprise that retailers are actively seeking initiatives to leverage big data and offer their customers superior services that provide mutual, previously unattainable benefits. Nonetheless, fulfilment of such a strategic aim requires customers to adopt and embrace emerging technology-driven services.

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ABSTRACT

Given the enormous amount of data created through customers’ transactions in retail stores, it comes as no surprise that retailers are actively seeking initiatives to leverage big data and offer their customers superior services that provide mutual, previously unattainable benefits. Nonetheless, fulfilment of such a strategic aim requires customers to adopt and embrace emerging technology-driven services. Exploring customers’ perceptions of such big data initiatives in retail environments, we develop a model examining the effects of technology enablers and privacy concerns on critical shopping outcomes including repatronage intentions, store image, and intention to use medium in the context of recently identified service configurations. We conduct an exploratory study to understand customers’ reactions toward emerging shopping scenarios and to enhance our survey instrument and then conduct
an online survey (n = 442) to test our model.We found that customers’ usefulness perceptions of emerging services positively affected their intentions to use medium, and that their privacy concerns about the amounts of personal information, being collected through emerging services, negatively affected their repatronage intentions and store image. We discuss the implications of our work for research and practice

INTRODUCTION
Data science and predictive analytics are becoming increasingly important for operations and service processes, with applications ranging from forecasting (Altintas and Trick 2014) to transportation and logistics (Chen et al. 2013) to online service processes (Kou and Lou 2012). The potential benefits that firms attempt to realize are numerous, including enhanced sales and operations planning capabilities, improved supply chain efficiencies, ability to respond faster to changing environments, and real-time decision making capabilities (Hong and Thong 2013; Schoenherr and Speier-Pero 2015). Although the potential sources for data are numerous, a contemporary view emphasizes that firms are committed to collaborative processes with their customers (FossoWamba et al. 2015a) and customers are in fact partners in value co-creation with firms (Maull et al. 2012). Retailers are thus aspiring to go beyond the
mere capture of customer preferences via data and retain competitive advantage by extracting notable value from big data analytics (Brown et al. 2016; Wang et al. 2016). Data and inputs to the supply chain, such as checking on-shelf availability and product visibility, are now enabled by active customer participation and through emerging technologies. Taking a customer perspective in a service supply chain (Rai and Bajwa 1997; Maull et al. 2012), retail checkout processes should begin with customers when they are ready to checkout. Mobile technology is ubiquitous and pervasive, and retailers attempt to take advantage of the prevalent availability of this technology by providing their customers with innovative mobile point-of-sale (POS) services. In this innovation, customers take the role of labor in the service supply chain (Brown 2008; Sampson and Spring 2012)

Publisher : Springer

Year : 2016

By : John A. Aloysius ,Hartmut Hoehle ,Soheil Goodarzi , Viswanath Venkatesh

File Information : English Language / 27 Page / Size :449 K

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ناشر :Springer

سال :2016

کاری از :John A. Aloysius ,Hartmut Hoehle ,Soheil Goodarzi , Viswanath Venkatesh

اطلاعات فایل : زبان انگلیسی /27 صفحه /حجم :449 K

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