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THE DEVELOPMENT OF MOBILE SHOPPING

Kielland Bjerke, Marit LU (2016) SMMM20 20161
Department of Service Management and Service Studies
Abstract
In contrast to prior studies focusing on extraordinary retail environments such as impressive and outstanding retail spaces and themed environments, the present study examines ordinary retail stores, but with highly technological servicescapes. More specifically, retailers offering mobile applications as a part of the servicescape and its influence on customers’ motivations and experiences.

The study uses a qualitative method inspired by an ethnographic approach and employs mainly previous studies within the field of socio-cultural research and the consumer culture theory (CCT). Furthermore, the study uses two different retail cases offering similar mobile applications, but with different products and servicescapes.

The findings... (More)
In contrast to prior studies focusing on extraordinary retail environments such as impressive and outstanding retail spaces and themed environments, the present study examines ordinary retail stores, but with highly technological servicescapes. More specifically, retailers offering mobile applications as a part of the servicescape and its influence on customers’ motivations and experiences.

The study uses a qualitative method inspired by an ethnographic approach and employs mainly previous studies within the field of socio-cultural research and the consumer culture theory (CCT). Furthermore, the study uses two different retail cases offering similar mobile applications, but with different products and servicescapes.

The findings suggest that customers are motivated to download and use mobile applications to complete their shopping duties due to the new way of shopping, the word of mouth from friends, family and social media along with the applications’ benefits. These factors lead to curiosity among customers and motivate them download and use the mobile applications. The study also indicates that customers’ overall experiences are influenced by the stores’ servicescape, service personnel (if any), social aspects, the functionality of the mobile applications and the applications’ cultural fit in the retail stores. Nevertheless, customers are found to have diverse experiences while shopping with mobile applications in-store, such as a novel, social and exciting, functional, accessible and convenient and lastly, controlled experience. (Less)
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author
Kielland Bjerke, Marit LU
supervisor
organization
alternative title
Customer Motivations and Experiences with Mobile Applications in-store
course
SMMM20 20161
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Mobile Applications, Highly Technological Servicescapes, Socio-Cultural Retailing, Consumer Culture Theory, Customer Motivation, Customer Experience
language
English
id
8889784
date added to LUP
2016-08-31 17:19:59
date last changed
2016-08-31 17:19:59
@misc{8889784,
  abstract     = {In contrast to prior studies focusing on extraordinary retail environments such as impressive and outstanding retail spaces and themed environments, the present study examines ordinary retail stores, but with highly technological servicescapes. More specifically, retailers offering mobile applications as a part of the servicescape and its influence on customers’ motivations and experiences. 

The study uses a qualitative method inspired by an ethnographic approach and employs mainly previous studies within the field of socio-cultural research and the consumer culture theory (CCT). Furthermore, the study uses two different retail cases offering similar mobile applications, but with different products and servicescapes. 

The findings suggest that customers are motivated to download and use mobile applications to complete their shopping duties due to the new way of shopping, the word of mouth from friends, family and social media along with the applications’ benefits. These factors lead to curiosity among customers and motivate them download and use the mobile applications. The study also indicates that customers’ overall experiences are influenced by the stores’ servicescape, service personnel (if any), social aspects, the functionality of the mobile applications and the applications’ cultural fit in the retail stores. Nevertheless, customers are found to have diverse experiences while shopping with mobile applications in-store, such as a novel, social and exciting, functional, accessible and convenient and lastly, controlled experience.},
  author       = {Kielland Bjerke, Marit},
  keyword      = {Mobile Applications,Highly Technological Servicescapes,Socio-Cultural Retailing,Consumer Culture Theory,Customer Motivation,Customer Experience},
  language     = {eng},
  note         = {Student Paper},
  title        = {THE DEVELOPMENT OF MOBILE SHOPPING},
  year         = {2016},
}