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Is the information of customer types and preferences to personal selling worth the investment in innovative technology? A modeling approach

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  • Kurata, Hisashi

Abstract

Personal selling by a salesclerk on a shop floor is an important marketing communication activity in retail business; however, some customers regard face-to-face sales pitch as unnecessary and discouraging. Assuming a certain group of customers that are supersaturated with a high level of service quality, we analyzed how the retailer can improve business profitability by knowing a customer type and the optimal level of service quality. We then proposed managerial implications regarding whether the value of information of hidden customer behavior is worth implementing an expensive RFID system, or a simple service poka-yoke is enough.

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  • 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.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:371-379
    DOI: 10.1016/j.jretconser.2019.01.020
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    Cited by:

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    2. Saxena, Neha & Sarkar, Biswajit, 2023. "How does the retailing industry decide the best replenishment strategy by utilizing technological support through blockchain?," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. 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).
    5. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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