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How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies

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  • Baier, Daniel
  • Rese, Alexandra

Abstract

Today, brick-and-mortar retailers with integrated online shops have many alternatives to increase their customers’ shopping satisfaction: They could invest in (for the retailers) new physical store technologies (e.g., beacons or magical mirrors if not implemented up to now), new online shop technologies (e.g., visual tagging or webcams), or in new less technology-based improvement options (e.g. events or product testing). We propose an adapted Kano based stage-gate approach to support multichannel retailers confronted with such selection problems. The approach is applied to a major European sporting goods retailer. 37 improvement options are pre-selected and evaluated by current and potential customers. It can be shown that instore returns, instore services, reserve&collect, click&collect, customization, product testing, and magical mirrors are drivers of satisfaction for the current customers and should be implemented in contrast to, e.g., geofencing or beacons. The potential customers are more technology-savvy, but show similar categorizations as a current customer segment and so confirm the selection.

Suggested Citation

  • Baier, Daniel & Rese, Alexandra, 2020. "How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698920308237
    DOI: 10.1016/j.jretconser.2020.102172
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    6. Kullak, Franziska S. & Baier, Daniel & Woratschek, Herbert, 2023. "How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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    8. Chen, Mu-Chen & Hsu, Chia-Lin & Lee, Li-Hung, 2020. "Investigating pharmaceutical logistics service quality with refined Kano's model," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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