توقعات مشتریان نسل Z از تعاملات در خرده فروشی های هوشمند
Abstract
1- Introduction
2- Theoretical background
3- Method
4- Findings
5- Conclusions
6- Limitations and suggestions for future research
References
Abstract
Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers' current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers' experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided.
Introduction
In this age of Internet and communication technology retailing has become a dynamic industry. This is partly because consumers have become increasingly technology-dependent (ZhitomirskyGeffet & Blau, 2016). As organizations continue to increase their investment in IT, they are becoming aware of the importance of IT acceptance and how its usage is a precondition for achieving higher productivity with IT (Halilovic & Cicic, 2013). As Browne, Durrett, and Wetherbe (2004) have projected, the shopping experience has vastly changed over the years and the number of consumers shopping on line has increased dramatically. Society exchanges information through smart phones, laptops and multi-touch tablets, (Liu, Pasman, Taal-Fokker, & Stappers, 2013), while retailing employs various innovative (smart) technologies to improve the consumer shopping experience (Fotiadis & Stylos, 2016; Pantano & Priporas, 2016; Pantano & Viassone, 2015; Pantano, 2013, 2014). For example, retail chains have invested heavily in introducing selfservice technologies, such as self-cash desks, informative touch points, interactive displays equipped with touch screens, digital signage and applications for mobile phones, which are supported by Radio Frequency IDentification (RFID) tags. Other retailers have developed entirely virtual stores where consumers can use their phones to locate products and purchase them within the store (Pantano & Timmermans, 2014). Furthermore, age is an important factor in the new digital culture (Lee, 2009) which is why there are differences in different categories of consumers, (i.e., Generation Y, Generation Z) and in their expectations as consumers.