Advertisement

Does Technology Affect Customer-Brand Relationships? A Study of Premium Fashion Consumers

  • Vedika Dugar
  • Marta BlazquezEmail author
  • Claudia E. Henninger
Chapter

Abstract

The introduction of innovative technologies in physical stores is producing changes in the retail landscape and in the nature of consumers’ shopping behaviour (Verhoef, P., Kannan, P., & Inman, J., Journal of Retailing 91, 174–181, 2015). This research explores the role of in-store technologies and their effects on customer-brand relationship within premium fashion retail stores. Through the use of multi-method qualitative methods for data collection—focus group and semi-structured interviews—this study tries to better understand the customer perspective on the implementation of in-store technologies and their effect on their relationship with retailers. The research develops a conceptual framework based on the Technology Adoption Model (TAM) and customer-brand relationship dimensions—brand satisfaction, brand trust and brand loyalty—in the premium fashion retail context. It offers beneficial practical insights and recommendations for premium fashion retailers on the usage and implementation of in-store technologies to enhance their relationship with customers.

Keywords

In-store technology Customer brand relationship Premium fashion customers Brand trust Brand satisfaction Brand loyalty 

References

  1. Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96–108.Google Scholar
  2. Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342.Google Scholar
  3. Alexander, B., & Alvarado, O. (2014). Blurring of the channel boundaries: The impact of advanced technologies in the physical fashion store on consumer experience. International Journal of Advanced Information Science and Technology, 30(30), 29–42.Google Scholar
  4. Anderson, E., & Mittal, V. (2000). Strengthening the service profit chain. Journal of Service Research, 3, 107–120.Google Scholar
  5. Anderson, E., & Sullivan, M. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, 125–143.Google Scholar
  6. Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97–116.Google Scholar
  7. Blazquez, M., & Puelles, M. (2014). The importance of the shopping experience in times of recession: An analysis from the perspective of the hedonic and utilitarian shopping values. ESIC Market Economics and Business Journal, 45(2), 273–298.Google Scholar
  8. Bowden, J. (2009). Customer engagement: A framework for assessing customer-brand relationships: The case of the restaurant industry. Journal of Hospitality Marketing and Management, 18(6), 574–596.Google Scholar
  9. Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input. Watertown, MA: Pathfinder International.Google Scholar
  10. Bridson, K., Evans, J., & Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15(5), 364–374.Google Scholar
  11. Brudvig, S. (2014). Consumer-based brand trust scales: Validation and assessment. Proceedings of the 2006 academy of marketing science (AMS) annual conference, Seattle, 8 October 2014. New York: Springer, pp. 17–21.Google Scholar
  12. Business Insider. (2018). The future of retail 2018: Mobile commerce. Business Insider.Google Scholar
  13. Childers, T., Carr, C., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behaviour. Journal of Retailing, 77, 511–535.Google Scholar
  14. Clark, W., Clark, L., & Crossley, K. (2010). Developing multidimensional trust without touch in virtual teams. Marketing Management Journal, 20(1), 177–193.Google Scholar
  15. Comer, J., Mehta, R., & Holmes, T. (1998). Information technology: Retail users versus nonusers. Journal of Interactive Marketing, 12(2), 49–62.Google Scholar
  16. Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.Google Scholar
  17. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132.Google Scholar
  18. Delgado-Ballester, E., & Munuera-Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.Google Scholar
  19. Dennis, C., Michon, R., Brakus, J., & Newman, A. (2012). New insights into the impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour, 11(6), 454–466.Google Scholar
  20. Drapers. (2017). Future trends and innovation. Retrieved August 10, 2017, from https://www.drapersonline.com/business-operations/special-reports/future-trends-and-innovation/7021474.article.
  21. Ducoffe, R. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.Google Scholar
  22. Dunne, P., Lusch, R., & Griffith, D. (2002). Retailing. South-Western: Thomson Learning, SAD.Google Scholar
  23. Euromonitor. (2017). What you need to know about the technologies of the future and their retail application—augmented reality. Retrieved August 30, 2017, from http://www.portal.euromonitor.com/portal/analysis/tab.
  24. Forbes. (2015). Beacon technology: The where, what, who, how and why. Retrieved August 10, 2017, from https://www.forbes.com/sites/homaycotte/2015/09/01/beacon-technology-the-what-who-how-why-and-where/#99ec4f1aaf84.
  25. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343–353.  https://doi.org/10.1086/jcr.1998.24.Google Scholar
  26. Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5, 333–344.  https://doi.org/10.1177/1094670503005004005.Google Scholar
  27. Giordano, C., & Zollino, F. (2016). Shedding light on price- and non-price-competitiveness determinants of foreign trade in the four largest euro-area countries. Review of International Economics, 24(3), 604–634.Google Scholar
  28. GlobalData. (2017). The UK premium clothing & footwear market 2017–2022. Retrieved August 30, 2017, from http://consumer.globaldata.com/Analysis/details/premium.
  29. Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1–6.Google Scholar
  30. Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452.Google Scholar
  31. Hess, J., & Story, J. (2006). Segmenting customer-brand relations: Beyond the personal relationship metaphor. Journal of Consumer Marketing, 23(7), 406–413.Google Scholar
  32. Hofmeyr, J., & Rice, R. (2000). Commitment-led marketing: The key to brand profits is in the customer’s mind. Chichester: Wiley.Google Scholar
  33. Holition. (2017). Uniqlo. Retrieved August 10, 2017, from https://holition.com/portfolio/uniqlo.
  34. Horppu, M., Kulvalainen, O., Tarkiainen, A., & Ellonen, H. (2008). Online satisfaction, trust and loyalty, and the impact of parent brand. Journal of Product and Brand Management, 17(6), 403–413.Google Scholar
  35. Jacoby, J., & Kyner, D. (1973). Brand loyalty Vs. repeat purchasing behaviour. Journal of Marketing Research, 10, 1–9.Google Scholar
  36. Kent, A., Dennis, C., Blazquez, M., & Schwarz, E. (2015). Branding, marketing and design: Experiential in-store digital environments. In E. Pantano (Ed.), Successful technological integration for competitive advantage in retail settings. Hershey, PA: IGI Global.Google Scholar
  37. Kent, T., Blazquez Cano, M., Vianello, M., & Schwarz, E. (2017). Omnichannel retail and channel integration. In E. Pantano (Ed.), Handbook of research on global fashion management & merchandising. Hershey, PA: IGI Global.Google Scholar
  38. Ki, C., & Kim, Y. (2016). Sustainable versus conspicuous luxury fashion purchase: Applying self-determination theory. Family and Consumer Sciences Research Journal, 44(3), 309–323.Google Scholar
  39. Kim, H., Lee, J., Mun, J., & Johnson, K. (2017). Consumer adoption of smart in-store technology: Assessing the predictive value of attitude versus beliefs in the technology acceptance model. International Journal of Fashion Design, Technology and Education, 10(1), 26–36.Google Scholar
  40. Kothari, C. (2004). Research methodology: Methods and techniques. New Delhi: New Age International.Google Scholar
  41. KPMG. (2018). Annual retail survey 2018. Retrieved September 14, 2018, from https://home.kpmg.com/uk/en/home/insights/2018/01/kpmg-annual-retail-survey-2018.html.
  42. Kristinnsson, L. (2014). Improving customer-retailer relationships through digital retail. Retrieved July 14, 2018, from https://skemman.is/bitstream/1946/18672/1/MIB0614_Thesis_Liam_Kristinnsson_Improving%20Consumer-Retailer%20Relationships%20Through%20Digital%20Retail.pdf.
  43. Kumar, V., & Reinartz, W. (2006). Customer relationship management: A databased approach. New York: John Wiley and Sons Inc.Google Scholar
  44. Lau, G., & Lee, S. (1999). ‘Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4, 341–370.  https://doi.org/10.1023/A:1009886520142.Google Scholar
  45. Levine, M. (2003). A branded world. New Jersey: John Wiley & Sons, Inc.Google Scholar
  46. Liljander, V., & Strandvik, T. (1997). Emotions in service satisfaction. International Journal of Service Industry Management, 8(2), 148–169.Google Scholar
  47. MailOnline. (2017). The future of shopping: Researchers say smart mirrors, interactive shelves and robot assistants are coming sooner than you think. Retrieved August 10, 2017, from http://www.dailymail.co.uk/sciencetech/article-4084612/Here-come-smart-stores-robots-interactive-shelves.html#ixzz4snpjsUG4.
  48. Meuter, M., Ostrom, A., Roundtree, R., & Bitner, M. (2000). Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64(3), 50–64.Google Scholar
  49. Molenaar, C. (2013). The end of shops. Aldershot: Gower Publishing.Google Scholar
  50. Morgan, R., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20–38.Google Scholar
  51. Mosley, R. (2007). Customer experience, organisational culture and the employer brand. Journal of Brand Management, 15(2), 123–134.Google Scholar
  52. Nam, J., Hamlin, R., Gam, H., Kang, J., Kim, J., & Kumphai, P. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102–108.Google Scholar
  53. Oliver, R. L. (1997). Satisfaction: A behavioural perspective on the consumer. Boston, MA: McGraw-Hill.Google Scholar
  54. Pantano, E., & Laria, G. (2012). Innovation in retail process: From consumers experience to immersive store design. Journal of Technology Management and Innovation, 7(3), 194–206.Google Scholar
  55. Pantano, E., & Migliarese, P. (2014). Exploiting consumer employee retailer interactions in technology-enriched retail environments through a relational lens. Journal of Retailing and Consumer Services, 21(6), 958–965.Google Scholar
  56. Pantano, E., & Pietro, L. (2012). Understanding consumer’s acceptance of technology-based innovations in retailing. Journal of Technology Management and Innovation, 7(4), 1–19.Google Scholar
  57. Pantano, E., & Servidio, R. (2012). Modelling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279–286.  https://doi.org/10.1016/j.jretconser.2012.02.002.Google Scholar
  58. Pantano, E., & Timmermans, H. (2014). What is smart for retailing. Procedia Environmental Sciences, 22, 101–107.Google Scholar
  59. Pantano, E., & Viassone, M. (2014). Demand pull and technology push perspective in technology-based innovations for the points of sale: The retailers evaluation. Journal of Retailing and Consumer Services, 21(1), 43–47.Google Scholar
  60. Piotrowicz, W., & Cuthbertson, R. (2013). Introduction to the special issue: Information technology in retail: Towards omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16.Google Scholar
  61. Puccinelli, N., Goodstein, R., Grewal, D., Price, R., Raghubir, P., & Stewart, D. (2009). Customer experience management in retailing: Understanding the buying process. Journal of Retailing, 85(1), 15–30.Google Scholar
  62. Rayport, F., & Jaworski, B. (2004). Best face forward. Harvard Business Review.Google Scholar
  63. Reinartz, W., Dellaert, B., Krafft, M., Kumar, V., & Varadarajan, R. (2011). Retailing innovations in a globalizing retail market environment. Journal of Retailing, 87(1), 53–66.Google Scholar
  64. Renko, S., & Druzijanic, M. (2014). Perceived usefulness of innovative technology in retailing: Consumers’ and retailers’ point of view. Journal of Retailing and Consumer Services, 21(5), 836–843.Google Scholar
  65. Rigby, D. (2011). The future of shopping. Harvard Business Review.Google Scholar
  66. Şahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands’ (from the proceedings of 7th international strategic management conference, 25 October 2011). Procedia - Social and Behavioural Sciences, 24, 1288–1301.Google Scholar
  67. Schmidt, B. (2010). Experience marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55–112.Google Scholar
  68. Teng, W., & Lu, H. (2010). Consumer adoption of PDA phones in Taiwan. International Journal of Mobile Communications, 8(1), 1–20.Google Scholar
  69. Thamm, A., Anke, J., Haugk, S., & Radic, D. (2016). Towards the omni-channel: Beacon-based services in retail. In W. Abramowicz, R. Alt, & B. Franczyk (Eds.), Business information systems. BIS 2016. Lecture notes in business information processing (pp. 181–192). Cham: Springer.Google Scholar
  70. Tomar, V., & Saha, S. (2016). In-store digitalization and technology advocacy among retail consumers. Amity Journal of Management, 1(1), 40–49.Google Scholar
  71. Vecchi, A., & Brennan, L. (2009). Supply chain innovation for short life products: A preventive assessment of RFID deployment and implementation. Journal of International Business Innovation and Research, 3(5), 535–554.Google Scholar
  72. Vecchi, A., Brennan, L., & Theotokis, A. (2010). RFID acceptance amongst customers: A cross-cultural framework based on Hofstede. International Journal of Electronic Customer Relations Management, 4(3), 228–251.Google Scholar
  73. Zagel, C., Florian, T., & Epp, F. (2016, September). Interactive storefront: Bringing consumer experience to retail. Mensch und Computer 2016, Aachen.Google Scholar

Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Vedika Dugar
    • 1
  • Marta Blazquez
    • 2
    Email author
  • Claudia E. Henninger
    • 2
  1. 1.University of the ArtsLondonUK
  2. 2.University of ManchesterManchesterUK

Personalised recommendations