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From selling to supporting – Leveraging mobile services in the context of food retailing

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  • Saarijärvi, Hannu
  • Mitronen, Lasse
  • Yrjölä, Mika

Abstract

To safeguard their existence in the face of harsh competition, food retailers have shifting their attention from goods to service. In this development, mobile services have emerged as suitable venues for intensifying companies' service orientation. To address this phenomenon, the purpose of this study is to explore and analyze how mobile services are leveraged to serve customers better in the context of food retailing. With the help of 10 case examples the perspective is extended from food retailers' in-store activities to supporting customers' processes at the pre- and post-purchase stages. As a result, a tentative framework is suggested that captures the ways in which companies can use mobile services in their strategic quest to move from selling to supporting.

Suggested Citation

  • Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
  • Handle: RePEc:eee:joreco:v:21:y:2014:i:1:p:26-36
    DOI: 10.1016/j.jretconser.2013.06.009
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    1. Reena Jain & Mona Verma & Chandra K. Jaggi, 2021. "Impact on bullwhip effect in food industry due to food delivery apps," OPSEARCH, Springer;Operational Research Society of India, vol. 58(1), pages 148-159, March.
    2. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    3. Mohammad Mohammad & Orsolya Szigeti, 2023. "Relationship Between Attitude and Online Purchase Intention of Dairy Functional Foods in Hungary: An Extended TAM Approach," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 545-559.
    4. Luomala, Harri T. & Hellén, Katarina & Jokitalo, Maijastiina, 2018. "Dieting, priming, food meanings and (un)healthy choices: When shoppers fall for pleasure," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 305-311.
    5. Lara Penco & Francesca Serravalle & Giorgia Profumo & Milena Viassone, 2021. "Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1179-1209, December.
    6. Pillai, Rajasshrie & Sivathanu, Brijesh & Dwivedi, Yogesh K., 2020. "Shopping intention at AI-powered automated retail stores (AIPARS)," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.
    8. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    9. Beckmann, Anne, 2021. "Scenario analysis of online food supply chains," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Kersten, Wolfgang & Ringle, Christian M. & Blecker, Thorsten (ed.), Adapting to the Future: How Digitalization Shapes Sustainable Logistics and Resilient Supply Chain Management. Proceedings of the Hamburg Internationa, volume 31, pages 585-609, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.
    10. Molinillo, Sebastian & Navarro-García, Antonio & Anaya-Sánchez, Rafael & Japutra, Arnold, 2020. "The impact of affective and cognitive app experiences on loyalty towards retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    11. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Chen Wei & Sobhan Asian & Gurdal Ertek & Zhi-Hua Hu, 2020. "Location-based pricing and channel selection in a supply chain: a case study from the food retail industry," Annals of Operations Research, Springer, vol. 291(1), pages 959-984, August.
    14. Rese, Alexandra & Schreiber, Stefanie & Baier, Daniel, 2014. "Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 869-876.

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