Understanding the Showroom - An Exploratory Study of Consumer Value from In-Store Technology
(2018) BUSN39 20181Department of Business Administration
- Abstract
- The increasing competition in the retail industry is forcing online and offline retailers to innovate to deliver great customer experience. Online retailers are responding by opening offline retail spaces featuring technology, known as showrooms. The recent phenomenon of the showroom remains underresearched. Furthermore, existing literature on retail technology lacks focus on the consumer perspective when studying consumer value. The purpose of this study is to explore the consumer perceptions of the new phenomenon of the showroom and to deepen our understanding of the consumer value derived from in-store technology in the showroom from a consumer perspective.
This exploratory research takes a qualitative research approach which allows... (More) - The increasing competition in the retail industry is forcing online and offline retailers to innovate to deliver great customer experience. Online retailers are responding by opening offline retail spaces featuring technology, known as showrooms. The recent phenomenon of the showroom remains underresearched. Furthermore, existing literature on retail technology lacks focus on the consumer perspective when studying consumer value. The purpose of this study is to explore the consumer perceptions of the new phenomenon of the showroom and to deepen our understanding of the consumer value derived from in-store technology in the showroom from a consumer perspective.
This exploratory research takes a qualitative research approach which allows us to enhance our understanding of the phenomenon of the showroom and expand our knowledge of consumer value from in-store technology. A qualitative research method enabled us to take a consumer perspective and include a myriad of opinions in our findings. We used previous theories to guide our research and also gathered new insights following an abductive approach. This research was based on one unique showroom that featured in-store technology following a case study approach. We conducted observations and video-elicited semi-structured interviews through which we were able to gain an in-depth understanding of individuals‘ customer experience and consumer value from the in-store technology in the showroom. Based on our findings, we were able to develop a theoretical framework and add to prior literature by conceptualising the interconnectedness of consumer values from in-store technology in the showroom. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8945804
- author
- Herrmann, Viola LU and Webb, Emily LU
- supervisor
-
- Ulf Elg LU
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Showroom, showrooming, customer experience, multichannel, omnichannel, in-store technology, consumer value, consumption value theory
- language
- English
- id
- 8945804
- date added to LUP
- 2018-06-28 14:44:45
- date last changed
- 2018-06-28 14:44:45
@misc{8945804,
abstract = {{The increasing competition in the retail industry is forcing online and offline retailers to innovate to deliver great customer experience. Online retailers are responding by opening offline retail spaces featuring technology, known as showrooms. The recent phenomenon of the showroom remains underresearched. Furthermore, existing literature on retail technology lacks focus on the consumer perspective when studying consumer value. The purpose of this study is to explore the consumer perceptions of the new phenomenon of the showroom and to deepen our understanding of the consumer value derived from in-store technology in the showroom from a consumer perspective.
This exploratory research takes a qualitative research approach which allows us to enhance our understanding of the phenomenon of the showroom and expand our knowledge of consumer value from in-store technology. A qualitative research method enabled us to take a consumer perspective and include a myriad of opinions in our findings. We used previous theories to guide our research and also gathered new insights following an abductive approach. This research was based on one unique showroom that featured in-store technology following a case study approach. We conducted observations and video-elicited semi-structured interviews through which we were able to gain an in-depth understanding of individuals‘ customer experience and consumer value from the in-store technology in the showroom. Based on our findings, we were able to develop a theoretical framework and add to prior literature by conceptualising the interconnectedness of consumer values from in-store technology in the showroom.}},
author = {{Herrmann, Viola and Webb, Emily}},
language = {{eng}},
note = {{Student Paper}},
title = {{Understanding the Showroom - An Exploratory Study of Consumer Value from In-Store Technology}},
year = {{2018}},
}