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Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens

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  • Pantano, Eleonora
  • Migliarese, Piero

Abstract

The aim of this paper is to explore the relationships between consumer, frontline employees and retailer (organization) subjected to the disruptive force prompted by the adoption of innovative technologies in retail settings. Starting from qualitative data involving 43 frontline employees with different experiences, our analysis revealed that the way for building and maintaining organizational relationships changes differently considering consumer–employee and employee–retailer perspective. In particular, the emergent computer-mediated relationships seem to produce beneficial effects, while combining employees׳ existing capabilities with new competencies, thus resulting in an improvement of the entire retail process. Similarly, they are more satisfied and appreciated organization effort in supporting their jobs through the innovative technologies. Hence, the study provides an empirical contribution to the emerging literature on consumer–employee–retailer (organization) relationships in the innovative scenario through the in-depth investigation of these relationships of four case firms.

Suggested Citation

  • Pantano, Eleonora & Migliarese, Piero, 2014. "Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 958-965.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:6:p:958-965
    DOI: 10.1016/j.jretconser.2014.08.015
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    References listed on IDEAS

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    Cited by:

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    2. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
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    4. Bassano, Clara & Piciocchi, Paolo & Spohrer, James (Jim) C. & Pietronudo, Maria Cristina, 2018. "Managing value co-creation in consumer service systems within smart retail settings," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 190-197.
    5. Mertens, Willem & Recker, Jan & Kummer, Tyge-F. & Kohlborn, Thomas & Viaene, Stijn, 2016. "Constructive deviance as a driver for performance in retail," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 193-203.
    6. Albors-Garrigos, Jose, 2020. "Barriers and enablers for innovation in the retail sector: Co-innovating with the customer. A case study in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    8. Mertens, Willem & Recker, Jan, 2020. "How store managers can empower their teams to engage in constructive deviance: Theory development through a multiple case study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Kurata, Hisashi, 2019. "Is the information of customer types and preferences to personal selling worth the investment in innovative technology? A modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 371-379.
    10. Mertens, Willem & Recker, Jan, 2020. "Can constructive deviance be empowered? A multi-level field study in Australian supermarkets," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
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    12. Ekström, Karin M. & Jönsson, Håkan, 2022. "Orchestrating retail in small cities," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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