Öz
Purpose-The aim of the study is to explore the development of the retail industry and the new technologies that have emerged with
digitalization used in retailing.
Methodology-Research model was determined as a qualitative case study design. In the research, typical case sampling method, one of the
purposive sampling techniques, was used. The data was collected by semi-structured in-depth interview with company executive.
Findings-Company’s development in the retail industry and digital transformation is presented. Study has shown that Watsons uses artificial
intelligence and robot technology significantly to enhance customer experience.
Conclusion-The study is thought to be an original study as it shows the practices in a case study. It has been seen that Watsons offers faster
service and more personalized shopping experience to its customers via technological applications. In addition, it is seen that it is tried to
contribute both to customers' more accurate purchasing decisions and their satisfaction levels.
Anahtar Kelimeler
Marketing retailing digitalization retail technologies Watsons
Kaynakça
- Alam, S. S., Susmit, S., Lin, C. Y., Masukujjaman, M., & Ho, Y. H. (2021). Factors affecting augmented reality adoption in the retail Industry. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 1-24.
- Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1), 135-148.
- Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14.
- Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of retailing, 93(1), 1-6.
- Gülşen, İ., & Özdemir, Ş. (2018). Perakendecilikte teknolojik yenilikler ve uygulamalar. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 103- 138.
- Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: an exploratory framework. International Journal of Retail & Distribution Management, 44(7), 694-712.
- Hänninen, M., Smedlund, A., & Mitronen, L. (2018). Digitalization in retailing: multi-sided platforms as drivers of industry transformation. Baltic Journal of Management. 13(2), 152-168.
- Hartley, J. L., & Sawaya, W. J. (2019). Tortoise, not the hare: Digital transformation of supply chain business processes. Business Horizons, 62(6), 707-715.
- Kamble, S. S., Gunasekaran, A., Parekh, H., & Joshi, S. (2019). Modeling the internet of things adoption barriers in food retail supply chains. Journal of Retailing and Consumer Services, 48, 154-168.
- Kazançoğlu, İ., Ventura, K., & Aktepe, Ç. (2017). Perakendecilikte omni-kanal uygulamaları: Lojistik faaliyetlere ilişkin zorluklar ve engeller. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 16, 219-236.
- Kotler, P. & Armstrong, G. (2012). Principles of marketing. New Jersey: Pearson Ltd.
- Lee, J. Y. (2021). A study on metaverse hype for sustainable growth. International journal of advanced smart convergence, 10(3), 72-80.
- Papagiannidis, S., Pantano, E., See-To, E. W., & Bourlakis, M. (2013). Modelling the determinants of a simulated experience in a virtual retail store and users’ product purchasing intentions. Journal of Marketing Management, 29(13-14), 1462-1492.
- Parviainen, P., Tihinen, M., Kääriäinen, J., & Teppola, S. (2017). Tackling the digitalization challenge: how to benefit from digitalization in practice. International journal of information systems and project management, 5(1), 63-77.
- Prentice, C., & Nguyen, M. (2021). Robotic service quality–Scale development and validation. Journal of Retailing and Consumer Services, 62, 1-7.
- Sakrabani, P., & Ping, T. A. (2020). The influence of technology factors on retail 4.0 adoption in Malaysia. Advances in Economics, Business and Management Research, 145, 153-157.
- Sakrabani, P., & Teoh, A. P. (2020). Retail 4.0 adoption and firm performance among Malaysian retailers: the role of enterprise risk management as moderator. International Journal of Retail & Distribution Management, 49(3), 359-376.
- Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., Hennessey, J., Bull, J.S., & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 97(1), 13-27.
- Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 1-10.
- Ventura, K. (2020). How can digitalization enhance customer experience? The Role Of Emerging Technologies. M. S. Ercış & E. E. Başar (Der.), New Communication Approaches in the Digitalized World (551-574). Newcastle upon Tyne: Cambridge Scholars.
Öz
Amaç-Çalışmanın amacı, perakende sektörünün gelişimini ve dijitalleşmeyle birlikte ortaya çıkan ve perakendecilikte kullanılan yeni
teknolojileri incelemektir.
Yöntem-Araştırmada nitel araştırma yöntemlerinden örnek olay tasarımı kullanılmıştır. Örnekleme yöntemi olarak amaçlı örnekleme
tekniklerinden tipik durum örneklemesi yöntemi kullanılmıştır. Veriler, Watsons yöneticisi ile yapılan yarı yapılandırılmış derinlemesine
görüşme kullanılarak toplanmıştır.
Bulgular-Perakende sektörünün gelişimi ve dijital dönüşüm hakkında firma örneği sunulmuştur. Bununla birlikte, perakende sektöründe
kullanılan teknolojilere yönelik uygulama örnekleri ortaya konulmuştur. Çalışma, Watsons firmasının müşteri deneyimini arttırma amacıyla
yapay zeka ve robot teknolojisini önemli ölçüde kullandığını göstermiştir.
Sonuç-Çalışmanın, örnek olay incelemesiyle, teorik bilgilerin pratikteki uygulamasına yönelik bilgiler sunması nedeniyle özgün bir çalışma
olduğu düşünülmektedir. Watsons firmasının kullandığı teknolojik uygulamalarla müşterilerine daha hızlı hizmet ve daha kişiselleştirilmiş
alışveriş deneyimi sunduğu görülmüştür. Ayrıca, Watsons’ın kullanılan teknolojik uygulamalar yardımıyla hem müşterilerinin daha doğru satın
alma kararı vermesine hem de müşteri memnuniyetine katkı sağlanmaya çalıştığı görülmektedir.
Anahtar Kelimeler
Pazarlama perakende dijitalleşme perakende teknolojileri Watsons
Kaynakça
- Alam, S. S., Susmit, S., Lin, C. Y., Masukujjaman, M., & Ho, Y. H. (2021). Factors affecting augmented reality adoption in the retail Industry. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 1-24.
- Bourlakis, M., Papagiannidis, S., & Li, F. (2009). Retail spatial evolution: paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1), 135-148.
- Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of retailing, 85(1), 1-14.
- Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of retailing, 93(1), 1-6.
- Gülşen, İ., & Özdemir, Ş. (2018). Perakendecilikte teknolojik yenilikler ve uygulamalar. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 103- 138.
- Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: an exploratory framework. International Journal of Retail & Distribution Management, 44(7), 694-712.
- Hänninen, M., Smedlund, A., & Mitronen, L. (2018). Digitalization in retailing: multi-sided platforms as drivers of industry transformation. Baltic Journal of Management. 13(2), 152-168.
- Hartley, J. L., & Sawaya, W. J. (2019). Tortoise, not the hare: Digital transformation of supply chain business processes. Business Horizons, 62(6), 707-715.
- Kamble, S. S., Gunasekaran, A., Parekh, H., & Joshi, S. (2019). Modeling the internet of things adoption barriers in food retail supply chains. Journal of Retailing and Consumer Services, 48, 154-168.
- Kazançoğlu, İ., Ventura, K., & Aktepe, Ç. (2017). Perakendecilikte omni-kanal uygulamaları: Lojistik faaliyetlere ilişkin zorluklar ve engeller. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 16, 219-236.
- Kotler, P. & Armstrong, G. (2012). Principles of marketing. New Jersey: Pearson Ltd.
- Lee, J. Y. (2021). A study on metaverse hype for sustainable growth. International journal of advanced smart convergence, 10(3), 72-80.
- Papagiannidis, S., Pantano, E., See-To, E. W., & Bourlakis, M. (2013). Modelling the determinants of a simulated experience in a virtual retail store and users’ product purchasing intentions. Journal of Marketing Management, 29(13-14), 1462-1492.
- Parviainen, P., Tihinen, M., Kääriäinen, J., & Teppola, S. (2017). Tackling the digitalization challenge: how to benefit from digitalization in practice. International journal of information systems and project management, 5(1), 63-77.
- Prentice, C., & Nguyen, M. (2021). Robotic service quality–Scale development and validation. Journal of Retailing and Consumer Services, 62, 1-7.
- Sakrabani, P., & Ping, T. A. (2020). The influence of technology factors on retail 4.0 adoption in Malaysia. Advances in Economics, Business and Management Research, 145, 153-157.
- Sakrabani, P., & Teoh, A. P. (2020). Retail 4.0 adoption and firm performance among Malaysian retailers: the role of enterprise risk management as moderator. International Journal of Retail & Distribution Management, 49(3), 359-376.
- Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., Hennessey, J., Bull, J.S., & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 97(1), 13-27.
- Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 1-10.
- Ventura, K. (2020). How can digitalization enhance customer experience? The Role Of Emerging Technologies. M. S. Ercış & E. E. Başar (Der.), New Communication Approaches in the Digitalized World (551-574). Newcastle upon Tyne: Cambridge Scholars.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Finans, İşletme |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Temmuz 2022 |
| Yayımlandığı Sayı | Yıl 2022 Cilt: 15 Sayı: 1 |
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