Annals of Operations Research

, Volume 270, Issue 1–2, pp 25–51 | Cite as

Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes

  • John A. Aloysius
  • Hartmut Hoehle
  • Soheil Goodarzi
  • Viswanath VenkateshEmail author
Big Data Analytics in Operations & Supply Chain Management


Given the enormous amount of data created through customers’ transactions in retail stores, it comes as no surprise that retailers are actively seeking initiatives to leverage big data and offer their customers superior services that provide mutual, previously unattainable benefits. Nonetheless, fulfilment of such a strategic aim requires customers to adopt and embrace emerging technology-driven services. Exploring customers’ perceptions of such big data initiatives in retail environments, we develop a model examining the effects of technology enablers and privacy concerns on critical shopping outcomes including repatronage intentions, store image, and intention to use medium in the context of recently identified service configurations. We conduct an exploratory study to understand customers’ reactions toward emerging shopping scenarios and to enhance our survey instrument and then conduct an online survey (n = 442) to test our model. We found that customers’ usefulness perceptions of emerging services positively affected their intentions to use medium, and that their privacy concerns about the amounts of personal information, being collected through emerging services, negatively affected their repatronage intentions and store image. We discuss the implications of our work for research and practice.


Big data initiatives Retail stores Emerging service processes Technology enablers Privacy concerns Shopping outcomes 


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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • John A. Aloysius
    • 1
  • Hartmut Hoehle
    • 2
  • Soheil Goodarzi
    • 2
  • Viswanath Venkatesh
    • 2
    Email author
  1. 1.Supply Chain Management DepartmentUniversity of ArkansasFayettevilleUSA
  2. 2.Information Systems DepartmentUniversity of ArkansasFayettevilleUSA

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