دانلود رایگان مقاله انگلیسی انتظارات مشتریان نسل Z از تعاملات در خرده فروشی های هوشمند - الزویر 2017

abstract

Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers' current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university studentsconsumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers' experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided.

Conclusions

This research has sought to provide a better understanding of generation Z's expectations of retailers-consumer's interactions regarding future innovations in retail settings. The findings delineate generation Z consumers' perceptions and expectations, as well as the potential impact of those expectations on the retailing industry in the years to come. Thus, an enhanced smart retailing experience may be important in terms of meeting or even exceeding consumer expectations. In all, the interviewees believe that smart retailing will extend its impact and they hope that retailers will manage to adapt fast to this dynamic environment. New apps and new tools should be used that will take account of the effects of these technologies on human relationships and potential their negative impact on employment and transaction security. The findings of this research add to the existing literature on consumers' expectations of smart retailing and offer novel and important theoretical and practical implications.