Abstract
Technology continues to advance at a rapid rate. The challenge for retailers is to determine which technologies are likely to have the biggest disruption on the retail experience and should, therefore, be adopted to remain competitive. Several new technologies are already having a major impact on the customer experience. For example, shoppers can take a picture of a QR (Quick Response) code in a magazine advertisement using their mobile devices and then be forwarded to a website where they can learn more about the product and even purchase it, if so desired. Additionally, mobile devices can accept customized coupons (Groupons) and product recommendations through a loyalty program such as the one provided by Shopkick. Opinions about potential purchases from friends/family in remote locations can be garnered through the utilization of social networking technology such as Magic Mirrors (Buechner et al. 2007). A common element in these examples is that technology has the capability to radically alter the retail experience.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
“Trends in Disruptive Consumer Technologies: Emerging innovation and key drivers of change”, [Online]. Available at: http://www.researchandmarkets.com/research/105f34/trends_in_disrupti [Accessed 21 October 2010].
References
Agarwal, R & Prasad, J, 1998, ‘The antecedents and consequents of user perceptions in information technology adoption’, Decision Support Systems, vol. 22, no.1, pp. 15–29.
Angeles, R 2005, ‘RFID technologies: Supply-chain applications and implementation issues’, Information Systems Management, Winter, pp. 51–65.
Arnold, K 2009, ‘Dick’s uses QR code marketing on cowboys stadium jumbotron’, viewed 24 September, 2010, http://brandingbrand.com/blog/dicks-uses-qr-code-marketing-on-cowboys-stadium-jumbotron/.
Ask, J 2010, ‘New mobile service to drive legitimate foot traffic’, viewed 24 September, 2010, http://blogs.forrester.com/julie_ask/10-08-03-shopkick_new_mobile_service_drive_legitimate_foot_traffic3.
Bitner, MJ 1992, ‘Servicescapes: the impact of physical surroundings on customers and employees’, Journal of Marketing, vol. 56, no.2, pp. 57–71.
Brown, S & Lam, SK 2008, ‘A meta-analysis of relationships linking employee satisfaction to customer responses’, Journal of Retailing, vol. 84, no.3, pp. 243–255.
Buechner, M, Dell, K, Dorfman, A, Grossman, L, Hamilton, A, Keegan, R, Kluger, J, Lemonick, M, Masters, C, McLaughlin, L. Park, P, Rawe, J & van Dyk, D 2007, ‘The best inventions of the year 2007’, Time Magazine, viewed 24 September 2010: http://www.time.com/time/specials/packages/completelist/0,29569,1677329,00.html.
Bustillo, M 2010, ‘Wal-Mart radio tags to track clothing’, Wall Street Journal, 23 July, pp. A1 and A14.
Cleff, EB 2007, ‘Privacy issues in mobile advertising’, International Review of Law Computers & Technology, vol. 21, no.3, pp. 225–236.
CNBC.com 2010, iPhone as Cash Register, CNBC.com, viewed 22 August 2010, http://www.cnbc.com/id/15840232/?video=1572943604%26play=1.
Cox, J 2003, ‘Wal-Mart leading the RFID charge’, NetworkWorld, 16 June, viewed 26 August, 2010, http://www.networkworld.com/news/2003/0616walmart.html.
Crespo, AH, del Bosque, IR & Sanchez, G 2009, ‘The influence of perceived risk on internet shopping behavior: a multidimensional perspective’, Journal of Risk Research, vol. 12, no.2, pp. 259–277.
Davis, FD, Bagozzi, RP & Warshaw, PR 1989, ‘User acceptance of computer technology: a comparison of two theoretical models’, Management Science, vol. 35, no.8, pp. 982–1003.
Del Rey, J 2010, ‘How to use groupons to boost sales’, Inc. viewed 21 October, 2010, http://www.inc.com/magazine/20100401/how-to-use-groupon-to-boost-sales.html
Diaz, S 2010, ‘Groupon's $11 million Gap day: a business winner or loser?’, viewed 26 October, 2010, http://www.zdnet.com/blog/btl/groupons-11-million-gap-day-a-business-winner-or-loser/38259
Dunne, PM & Lusch, RF 2005, Retailing, 5th edn, Mason, South-Western, Ohio.
Elmer-DeWitt, P 2010, ‘App Store: 1% of Apple’s gross profit’, viewed 26 October, 2010, http://tech.fortune.cnn.com/2010/06/23/app-store-1-of-apples-gross-profit/
Fletcher, D 2010, ‘10 tech trends for 2010: 1. location, location, location’, Time Magazine, 22 March, viewed 26 August, 2010, http://www.time.com/time/specials/packages/article/0,28804,1973759_1973760_1973802,00.html.
Foursquare 2010, viewed 19 August, 2010, http://foursquare.com/.
Grossman, L 2007, ‘The best inventions of 2007’, Time Magazine, 21 November, viewed 26 August, 2010, http://www.time.com/time/specials/2007/article/0,28804,1677329_1678102_1678096,00.html
Groupon 2010, viewed 10 September 2010, http://www.groupon.com.
Gubitosi, L 2009, ‘QR codes: the future of marketing’, viewed 27 August, 2010, http://interactiveblen.com/blog/interactive/qr-codes.
Ha, A 2010, ‘Shopkick’s mobile shopping app tracks you in stores, delivers real-time deals’, viewed 3 August, 2010, http://mobile.venturebeat.com/2010/08/03/shopkick-best-buy/.
Ha, S & Stoel, L 2009, ‘Consumer e-shopping acceptance: antecedents in a technology acceptance model’, Journal of Business Research, vol. 62, no.5, pp. 565–571.
Hess, Jr. RL, Ganesan, S & Klein, N 2006, ‘Interactional service failures in a pseudo relationship: the role of organizational attributions’, Journal of Retailing, vol. 83, no.1, pp. 79–95.
Jarvelainen, J 2007, ‘Online purchase intentions: an empirical testing of a multiple-theory model’, Journal of Organizational Computing and Electronic Commerce, vol. 17, no.1, pp. 53–74.
Jones, M, Wyld, D & Totten, J 2005, ‘The adoption of RFID technology in the retail supply chain’, Coastal Business Journal, vol. 4, no.1, pp. 29–42.
Kelley, SW, Hoffman, KD & Davis, MA 1993, ‘A typology of retail failures and recoveries’, Journal of Retailing, vol. 69, no.4, pp. 429–452.
LBI.com 2010, Putting “magic: into a mirror, LBI.com, viewed 21 October, 2010, http://www.lbi.com/us/our-work/socialretailing/.
Levy, M & Weitz, B 2009, Retailing Management, Seventh Edition. McGraw-Hill Irwin, Boston.
Lovelock, C & Wirtz J 2011, Services Marketing: People, Technology, Strategy, 7th edn, Prentice-Hall, Boston.
Mahmood, MA & Mann, GJ 1993, ‘Measuring the organizational impact of information technology investment: an exploratory study’, Journal of Management Information Systems, vol. 10, no.1, pp. 97–122.
McCarthy, EJ & Perrault, Jr., WD 1993, Basic Marketing: A Global Managerial Approach, Richard D. Irwin, Burr Ridge.
Mobile Marketing Watch 2010, Shopkick debuts genius retail check-in solution, teams with Best Buy, Mobile Marketing Watch, viewed 3 August, 2010, http://www.mobilemarketingwatch.com/shopkick-debuts-genius-retail-check-in-solution-teams-with-best-buy-8216/.
Mui, YQ 2007, ‘Interactive mirror mirror on the wall’, Washington Post, 16 January, viewed 24 September, 2010, http://www.washingtonpost.com/wp-dyn/content/article/2007/01/15/AR2007011501140.html.
Nystedt, D 2007, ‘Wal-Mart eyes $287 million benefit from RFID’, NetworkWorld, 12 October, viewed 26 August, 2010, http://www.networkworld.com/news/2007/101207-wal-mart-eyes-287-million-benefit.html.
Oliver, S 2010, ‘Who elected me mayor? I did’, The New York Times, 18 August, viewed 26 August, 2010, http://www.nytimes.com/2010/08/19/fashion/19foursquare.html?_r=1%268dpc.
Pellow, B 2010, ‘The NBA … taking a shot with QR codes, viewed 30 August, 2010, http://www.outputlinks.com/html/columnists/Barb_Pellow/infotrends_NBA_CodeZ_QR_040510.aspx.
Story, L 2007. ‘New Bar Codes Can Talk With Your Cellphone’, The New York Times, 7 April, viewed 26 August, 2010, http://www.nytimes.com/2007/04/01/business/01code.html.
Swedburg, C 2010, ‘RFID helps Florida shoe retailer keep its customers from walking away’, RFID Journal, 26 July, viewed 21 October, 2010, http://www.rfidjournal.com/article/print/7758.
Rogers, EM 1995, Diffusion of Innovations, Free Press, New York.
Shopkick, 2010, viewed 26 August, 2010, http://www.shopkick.com/.
Smith, JS, Park, SH & Gleim, MR 2010, ‘The acceptance of RFID-enabled service systems: a regulatory focus theory approach’, Florida State University Working Paper.
Sutter, J 2010, ‘With Foursquare, life is a virtual game’, CNN.com, 4 June, viewed 21 October, 2010, http://www.cnn.com/2010/TECH/innovation/06/04/foursquare.dennis.crowley/index.html?iref=allsearch.
Taylor, S & Todd, PA 1995 ‘Understanding information technology usage: a test of competing models, Information Systems Research, vol. 6, no.2, pp. 144–176.
Vilnai-Yavetz, I & Gilboa, S 2010, ‘The effect of servicescape cleanliness on customer reactions’, Services Marketing Quarterly, vol. 31, no.2, pp. 213–234.
Ulrich, F, Sandner U, Resatsch, F, Leimeister, J & Kromar H 2008, ‘RFID in retailing and customer relationship management’, Communications of the Association for Information Systems, vol. 23, pp. 219–234.
Wauters, R 2010, ‘Gameloft made $25 million from the App Store last year’, TechCrunch, 2 February, viewed 27 August, 2010, http://techcrunch.com/2010/02/02/gameloft-iphone-revenue.
Weill, P & Olson, MH 1989, ‘Managing investment in information technology: mini case examples and implications’, MIS Quarterly, vol. 13, no.1, pp. 3–17.
Worley, B & Ferran L 2008, ‘New tech invites quick and easy shopping: cell phone shoppers and magic dressing room mirrors’, Good Morning America, 14 August 14, viewed 21 October, 2010, http://abcnews.go.com/GMA/story?id=5575640%26page=1.
Ziethaml, V, Bitner, MJ & Gremler DD, 2009, Services marketing: integrating customer focus across the firm, 5 edn, McGraw-Hill Irwin, Boston.
Additional Readings
Meyer, C & Schwager, A 2007, ‘Understanding customer experience’, Harvard Business Review, vol. 85, no. 6, pp. 116–126.
Berry, LL 2001, ‘The old pillars of new retailing’, Harvard Business Review, vol. 79, no. 4, pp. 131–137.
Nambisan, S & Nambisan P 2008, ‘How to profit from a better ‘Virtual Customer Environment”, MIT Sloan Management Review, vol. 49, no. 3, pp. 53–61.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Springer Science+Business Media, LLC
About this chapter
Cite this chapter
Lee, L., Meyer, T., Smith, J.S. (2012). Reinventing the Customer Experience: Technology and the Service Marketing Mix. In: Kandampully, J. (eds) Service Management. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-1554-1_9
Download citation
DOI: https://doi.org/10.1007/978-1-4614-1554-1_9
Published:
Publisher Name: Springer, New York, NY
Print ISBN: 978-1-4614-1553-4
Online ISBN: 978-1-4614-1554-1
eBook Packages: Business and EconomicsBusiness and Management (R0)