Conceptualizations and perceptions of value through in-store self-service technology usage
(2017) BUSN39 20171Department of Business Administration
- Abstract
- Self-service technology (SST) is implemented in-store as a way of facilitating and enhancing customer experience in which value is co-created. Previous research on SSTs has been mainly conducted in utilitarian settings where discussions were inclined towards attributes of value-in-use with an emphasis on efficiency. However, when implemented in a hedonic retail setting such as fast fashion, co-created values associated with efficiency and task completion may not be the only values that arise out of the use of in-store SSTs. As such, the purpose of this research is to explore conceptualizations of value in hedonic retail settings by uncovering possible value variants that arise through in-store SST usage. The current research also evaluates... (More)
- Self-service technology (SST) is implemented in-store as a way of facilitating and enhancing customer experience in which value is co-created. Previous research on SSTs has been mainly conducted in utilitarian settings where discussions were inclined towards attributes of value-in-use with an emphasis on efficiency. However, when implemented in a hedonic retail setting such as fast fashion, co-created values associated with efficiency and task completion may not be the only values that arise out of the use of in-store SSTs. As such, the purpose of this research is to explore conceptualizations of value in hedonic retail settings by uncovering possible value variants that arise through in-store SST usage. The current research also evaluates the complexity and extent of value impacted upon the customer during their experience with SSTs.
Given the exploratory nature of the research, an abductive approach was adopted, alongside a qualitative research design on data collection. This methodological choice was made on the basis that extant theories laid the foundation to understand this phenomenon. Moreover, the richness of the empirical data was selectively coded based on the initial theoretical framework but had an element of openness to allow the consideration of unique opinions. Ascribing to a case-like approach, this study was based on two fast fashion flagship stores in Spain that implemented in-store SSTs. Additionally, in-store observation was conducted alongside 20 semi-structured interviews that were supported by video elicitation.
Finally, the purpose of the research has been fulfilled with the identification and categorization of an inventory of co-created and hedonic value variants, which explains the interdependent construct of value as an outcome of in-store SST experiences in hedonic retail settings. While variants associated with these two tenets of value were acquainted, new variants emerged from the empirical findings. Thus, this led to the conceptualization of a multidimensional value model that has four distinct dimensions of interdependent value which showcases the extent of impact of SSTs on customers. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8919542
- author
- Zhuo, Melissa LU and Lozano, Pamela LU
- supervisor
- organization
- course
- BUSN39 20171
- year
- 2017
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Co-created value, self-service technology, hedonic retail settings, shopping, customer experience, in-store, fast fashion, resource integration
- language
- English
- id
- 8919542
- date added to LUP
- 2017-06-28 16:14:22
- date last changed
- 2017-06-28 16:14:22
@misc{8919542,
abstract = {{Self-service technology (SST) is implemented in-store as a way of facilitating and enhancing customer experience in which value is co-created. Previous research on SSTs has been mainly conducted in utilitarian settings where discussions were inclined towards attributes of value-in-use with an emphasis on efficiency. However, when implemented in a hedonic retail setting such as fast fashion, co-created values associated with efficiency and task completion may not be the only values that arise out of the use of in-store SSTs. As such, the purpose of this research is to explore conceptualizations of value in hedonic retail settings by uncovering possible value variants that arise through in-store SST usage. The current research also evaluates the complexity and extent of value impacted upon the customer during their experience with SSTs.
Given the exploratory nature of the research, an abductive approach was adopted, alongside a qualitative research design on data collection. This methodological choice was made on the basis that extant theories laid the foundation to understand this phenomenon. Moreover, the richness of the empirical data was selectively coded based on the initial theoretical framework but had an element of openness to allow the consideration of unique opinions. Ascribing to a case-like approach, this study was based on two fast fashion flagship stores in Spain that implemented in-store SSTs. Additionally, in-store observation was conducted alongside 20 semi-structured interviews that were supported by video elicitation.
Finally, the purpose of the research has been fulfilled with the identification and categorization of an inventory of co-created and hedonic value variants, which explains the interdependent construct of value as an outcome of in-store SST experiences in hedonic retail settings. While variants associated with these two tenets of value were acquainted, new variants emerged from the empirical findings. Thus, this led to the conceptualization of a multidimensional value model that has four distinct dimensions of interdependent value which showcases the extent of impact of SSTs on customers.}},
author = {{Zhuo, Melissa and Lozano, Pamela}},
language = {{eng}},
note = {{Student Paper}},
title = {{Conceptualizations and perceptions of value through in-store self-service technology usage}},
year = {{2017}},
}