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Smart Shopping Experience of Customers Using Mobile Applications: A Field Research in Karabuk/Turkey

Year 2020, Volume: 19 Issue: 3, 1237 - 1254, 01.07.2020
https://doi.org/10.21547/jss.653689

Abstract

Today, stores equipped with smart retailing technologies (SRT) are evolving and new trends affect consumer behaviors. Customers more frequently have smart shopping experiences (SSE) using mobile applications which offers smart retailing technologies. The main purpose of this study is to analyze the effects of smart shopping experience of customers using mobile apps, on customer satisfaction and shopping productivity.
In this study face to face survey method was used where a total of 310 questionnaires were obtained and analyzed. Structural model was tested by using explanatory and confirmatory factor analysis. Analysis shows consumers are satisfied using mobile shopping applications in the context of smart shopping experience (SSE). Also SSE strongly affects shopping productivity.

References

  • Amazon (2016), Amazon Go: Frequently Asked Questions (accessed june 6, 2018), [https://www.amazon.com/b?node=16008589011]
  • Atzori, L., Iera, A., & Morabito, G. (2010). The internet of things: A survey. Computer networks, 54(15), 2787-2805.
  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). Promoting consumer's participation in virtual brand communities: A new paradigm in branding strategy. Journal of Marketing Communications, 14(1), 19-36.
  • Collier, J. E., Moore, R. S., Horky, A., & Moore, M. L. (2015). Why the little things matter: Exploring situational influences on customers' self-service technology decisions. Journal of Business Research, 68(3), 703-710.
  • Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271-282.
  • Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653-665.
  • Gregory, J. (2015). The Internet of Things: revolutionizing the retail industry. Accenture Strategy.
  • Grewal, D., Iyer, G. R., Gotlieb, J., & Levy, M. (2007). Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting. Journal of the Academy of Marketing Science, 35(2), 250-258.
  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.
  • Kuo, T., Tsai, G. Y., Lu, I. Y., & Chang, J. S. (2016). Relationships among service quality, customer satisfaction and customer loyalty: A case study on mobile shopping APPs. Proceedings of the 17th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS '16) (2016) 1-8
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (Vol. 5). Ankara, Turkey: Asil Yayın Dağıtım.
  • Lai, P. M., & Chuah, K. B. (2010). Developing an analytical framework for mobile payments adoption in retailing: a supply-side perspective. In 2010 International Conference on Management of e-Commerce and e-Government (pp. 356-361). IEEE.
  • Lee, J.H., Phaal, R., Lee, S.H., (2013). An integrated service-device-technology roadmap for smart city development. Technol. Forecast. Soc. Chang. 80 (2), 286–306.
  • Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), 243-254.
  • Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, 24(3), 196-208.
  • Pantano, E. (2013). Ubiquitous retailing innovative scenario: from the fixed point of sale to the flexible ubiquitous store. Journal Of Technology Management & İnnovation, 8(2), 84-92. Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34(3), 344-350.
  • Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204.
  • Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548-555.
  • Pantano, E., & Timmermans, H. (2014). What is smart for retailing?. Procedia Environmental Sciences, 22, 101-107
  • Park, M., & Park, J. (2009). Exploring the influences of perceived interactivity on consumers'e-shopping effectiveness. Journal of Customer Behaviour, 8(4), 361-379.
  • Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.
  • Roy, S. K., Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and
  • Social Change, 124, 257-270.
  • Scardamalia, M., Bereiter, C., (2014). Smart technology for self-organizing processes. Smart Learn. Environ. 1 (1), 1–13.
  • Schmitt, B.H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brand, Simon and Schuster: NewYork
  • Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of İnteractive Marketing, 26(3), 131-140.
  • Xu, C., Peak, D., & Prybutok, V. (2015). A customer value, satisfaction, and loyalty perspective of mobile application recommendations. Decision Support Systems, 79, 171-183. Yakhlef, A. (2015). Customer experience within retail environments: An embodied, spatial approach. Marketing Theory, 15(4), 545-564.

Mobil Uygulama Kullanıcısı Müşterilerin Akıllı Alışveriş Deneyimleri: Karabük İlinde Yapılan Bir Alan Araştırması

Year 2020, Volume: 19 Issue: 3, 1237 - 1254, 01.07.2020
https://doi.org/10.21547/jss.653689

Abstract

Günümüzde akıllı
alışveriş teknolojileri kullanan mağazalar giderek çoğalmakta ve gelişmekte, bu
teknolojilerle ortaya çıkan yeni eğilimler müşteri davranışlarını etkilemektedir.
Müşteriler artık akıllı alışveriş teknolojilerini kullanmaya elverişli mobil uygulamaları
kullanarak daha fazla akıllı alışveriş deneyimi yaşamaktadırlar. Bu araştırmanın
amacı alışverişlerinde mobil uygulamaları kullanan müşterilerin yaşadıkları akıllı
alışveriş deneyimlerinin müşteri tatmini ve alışveriş verimliliği üzerindeki etkisinin
incelenmesidir.



Toplamda 310 adet
anketin analiz edildiği bu çalışmada yüzyüze anket metodu uygulanmıştır. Yapısal
model açıklayıcı ve doğrulayıcı faktör analizleriyle test edilmiştir. Yapılan analizler
sonucu mobil uygulamaları kullanarak akıllı alışveriş deneyimi yaşayan müşterilerin
tatmin seviyesinin yüksek olduğu anlaşılmıştır. Ayrıca akıllı alışveriş deneyimi
alışveriş verimliliğini güçlü bir düzeyde etkilemektedir.

References

  • Amazon (2016), Amazon Go: Frequently Asked Questions (accessed june 6, 2018), [https://www.amazon.com/b?node=16008589011]
  • Atzori, L., Iera, A., & Morabito, G. (2010). The internet of things: A survey. Computer networks, 54(15), 2787-2805.
  • Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). Promoting consumer's participation in virtual brand communities: A new paradigm in branding strategy. Journal of Marketing Communications, 14(1), 19-36.
  • Collier, J. E., Moore, R. S., Horky, A., & Moore, M. L. (2015). Why the little things matter: Exploring situational influences on customers' self-service technology decisions. Journal of Business Research, 68(3), 703-710.
  • Foroudi, P., Gupta, S., Sivarajah, U., & Broderick, A. (2018). Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior, 80, 271-282.
  • Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China. Journal of Retailing and Consumer Services, 21(4), 653-665.
  • Gregory, J. (2015). The Internet of Things: revolutionizing the retail industry. Accenture Strategy.
  • Grewal, D., Iyer, G. R., Gotlieb, J., & Levy, M. (2007). Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting. Journal of the Academy of Marketing Science, 35(2), 250-258.
  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.
  • Kuo, T., Tsai, G. Y., Lu, I. Y., & Chang, J. S. (2016). Relationships among service quality, customer satisfaction and customer loyalty: A case study on mobile shopping APPs. Proceedings of the 17th Asia Pacific Industrial Engineering and Management Systems Conference (APIEMS '16) (2016) 1-8
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (Vol. 5). Ankara, Turkey: Asil Yayın Dağıtım.
  • Lai, P. M., & Chuah, K. B. (2010). Developing an analytical framework for mobile payments adoption in retailing: a supply-side perspective. In 2010 International Conference on Management of e-Commerce and e-Government (pp. 356-361). IEEE.
  • Lee, J.H., Phaal, R., Lee, S.H., (2013). An integrated service-device-technology roadmap for smart city development. Technol. Forecast. Soc. Chang. 80 (2), 286–306.
  • Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), 243-254.
  • Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, 24(3), 196-208.
  • Pantano, E. (2013). Ubiquitous retailing innovative scenario: from the fixed point of sale to the flexible ubiquitous store. Journal Of Technology Management & İnnovation, 8(2), 84-92. Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34(3), 344-350.
  • Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204.
  • Pantano, E., & Priporas, C. V. (2016). The effect of mobile retailing on consumers' purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548-555.
  • Pantano, E., & Timmermans, H. (2014). What is smart for retailing?. Procedia Environmental Sciences, 22, 101-107
  • Park, M., & Park, J. (2009). Exploring the influences of perceived interactivity on consumers'e-shopping effectiveness. Journal of Customer Behaviour, 8(4), 361-379.
  • Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374-381.
  • Roy, S. K., Balaji, M. S., Sadeque, S., Nguyen, B., & Melewar, T. C. (2017). Constituents and consequences of smart customer experience in retailing. Technological Forecasting and
  • Social Change, 124, 257-270.
  • Scardamalia, M., Bereiter, C., (2014). Smart technology for self-organizing processes. Smart Learn. Environ. 1 (1), 1–13.
  • Schmitt, B.H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brand, Simon and Schuster: NewYork
  • Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of İnteractive Marketing, 26(3), 131-140.
  • Xu, C., Peak, D., & Prybutok, V. (2015). A customer value, satisfaction, and loyalty perspective of mobile application recommendations. Decision Support Systems, 79, 171-183. Yakhlef, A. (2015). Customer experience within retail environments: An embodied, spatial approach. Marketing Theory, 15(4), 545-564.
There are 28 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Business
Authors

Kasım Yılmaz 0000-0002-4544-4727

Volkan Temizkan 0000-0002-1162-7912

Publication Date July 1, 2020
Submission Date December 1, 2019
Acceptance Date July 11, 2020
Published in Issue Year 2020 Volume: 19 Issue: 3

Cite

APA Yılmaz, K., & Temizkan, V. (2020). Smart Shopping Experience of Customers Using Mobile Applications: A Field Research in Karabuk/Turkey. Gaziantep University Journal of Social Sciences, 19(3), 1237-1254. https://doi.org/10.21547/jss.653689