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Bridging the valuescape with digital technology: A mixed methods study on customers’ value creation process in the physical retail space
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0003-2551-8669
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Social and Psychological Studies (from 2013).ORCID iD: 0000-0002-4120-8823
Aarhus University, DNK.ORCID iD: 0000-0002-0283-8777
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0002-7480-9318
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2020 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 56, article id 102161Article in journal (Refereed) Published
Abstract [en]

This mixed methods study investigated how value is created in the physical retail space and how the customer experience is influenced by digital technology. A cross-sectional survey, with both qualitative and quantitative components, was distributed across a heterogeneous sample of 832 customers. The results revealed an overarching model comprised of three interrelated clusters: customer, service provider, and digital technology. We propose that this model can be understood as a valuescape, where customers' specific goals, needs, and desires drive them to interact and co-create value with service providers in the physical retail space, with digital technology either enhancing or disrupting this value co-creation process. The results also show that the importance of aligning digital solutions with customers’ drives increases at the same pace as reliance on technology. The findings offer guidelines on how to utilize digitalization to leverage customer experiences and thus strengthen the attractiveness of physical retail spaces.

Place, publisher, year, edition, pages
Elsevier, 2020. Vol. 56, article id 102161
Keywords [en]
Customer experience, Digitalization, Mixed methods, Physical retail space, Satisfaction, Value creation, Valuescape, digitization, guideline, marketing, research method, retailing, service quality
National Category
Psychology
Research subject
Psychology; Psychology
Identifiers
URN: urn:nbn:se:kau:diva-79230DOI: 10.1016/j.jretconser.2020.102161ISI: 000550289400023Scopus ID: 2-s2.0-85085286205OAI: oai:DiVA.org:kau-79230DiVA, id: diva2:1456552
Available from: 2020-08-05 Created: 2020-08-05 Last updated: 2022-12-01Bibliographically approved

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Nöjd, StureWestman Trischler, JessicaOtterbring, TobiasAndersson K, PernilleWästlund, Erik

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Nöjd, StureWestman Trischler, JessicaOtterbring, TobiasAndersson K, PernilleWästlund, Erik
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Journal of Retailing and Consumer Services
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CiteExportLink to record
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