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Technology and Customers’ Experiences in Fashion Physical Stores: The Case of Sweden
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi.
Högskolan i Gävle, Akademin för utbildning och ekonomi, Avdelningen för ekonomi, Företagsekonomi.
2018 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Title: Technology and Consumers’ Experiences in Fashion Physical Stores: The Case of Sweden

Level: Master Thesis in Business Administration

Author: Meron Kebede Abebaw; Willard Kingstone Matukuta

Supervisor: Agneta Sundström, PhD

Examiner: Maria Fregidou-Malama, PhD

Date: May, 2018 

Aim: The aim of this study is to analyze whether in-store digital technology in fashion retailers are used to change the customers’ shopping experience and behavior.

Method: This study chooses qualitative research and used both primary and secondary data collection as method.

Results and conclusions: This study have reached to conclude that: with the current advances in technology, physical stores can use in-store technology to give customers a new experience; physical stores perceive that using in-store digital technology will change customers shopping experience. Also, marketing mix inputs and technology affect customers’ behavior.

Suggestions for future research: For future research, how smart fitting rooms may influence the customer experience in the physical store will be important to study. Researchers can also consider understanding customer responses to in-store technology. Finally, a customer’s perspective to both suggestions should improve the knowledge on whether digital solutions are preferred in in-store shopping or not.

Contributions of the thesis: This thesis contributes to the current state of theories on in-store technology by showing atmosphere has effect on customers’ experiences and behavior in addition to the marketing mix. On the managerial perspective, analyzing the installation of this technology will enable to identify its effect on customers’ experiences and behavior. In addition, on the societal perspective, the behavior of customers will help in motivating younger generation to utilize this in-store technology.

sted, utgiver, år, opplag, sider
2018. , s. 69
Emneord [en]
Online shopping, Physical store, In-store technology, Customer experiences, Customer behavior, Sweden
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-27431OAI: oai:DiVA.org:hig-27431DiVA, id: diva2:1228195
Fag / kurs
Business administration
Utdanningsprogram
Business administration – master’s programme (one year)
Veileder
Examiner
Tilgjengelig fra: 2018-08-09 Laget: 2018-06-27 Sist oppdatert: 2018-08-09bibliografisk kontrollert

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