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Conceptualizations and perceptions of value through in-store self-service technology usage

Zhuo, Melissa LU and Lozano, Pamela LU (2017) BUSN39 20171
Department 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)
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author
Zhuo, Melissa LU and Lozano, Pamela LU
supervisor
organization
course
BUSN39 20171
year
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},
  keyword      = {Co-created value,self-service technology,hedonic retail settings,shopping,customer experience,in-store,fast fashion,resource integration},
  language     = {eng},
  note         = {Student Paper},
  title        = {Conceptualizations and perceptions of value through in-store self-service technology usage},
  year         = {2017},
}