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E-Service Touchpoints for Jewelry Retailers: Customers’ Perceptions of a Digital Sales Desk

In: Innovation Through Information Systems

Author

Listed:
  • Cara M. Pfabe

    (University of Münster, ERCIS)

  • Benjamin Barann

    (University of Münster, ERCIS)

  • Ann-Kristin Cordes

    (University of Münster, ERCIS)

  • Andreas Hermann

    (University of Münster, ERCIS)

  • Torsten Gollhardt

    (University of Münster, ERCIS)

Abstract

The digitalization of retail also affects the luxury industry. The integration of digital components in local retail stores can be one way to attract customers and stay competitive. One novel in-store technology for jewelry stores could be a digital sales desk intended to support the watch-advisory service. This work proposes a conceptual design for a digital sales desk comprising various e-service touchpoints. It conducts an ex-ante evaluation to investigate the aspects of the digital sales desk that influence customers’ perceptions of quality and their re-use intentions toward the digitally enriched advisory service. Therefore, an online survey was conducted. The survey results indicate that some e-service touchpoints are more popular than others. The participants’ quality and value perceptions also directly impacted their intentions to re-use the service. The results shed light on the digital sales desk’s potentials and provide orientation regarding the most promising e-service touchpoints.

Suggested Citation

  • Cara M. Pfabe & Benjamin Barann & Ann-Kristin Cordes & Andreas Hermann & Torsten Gollhardt, 2021. "E-Service Touchpoints for Jewelry Retailers: Customers’ Perceptions of a Digital Sales Desk," Lecture Notes in Information Systems and Organization, in: Frederik Ahlemann & Reinhard Schütte & Stefan Stieglitz (ed.), Innovation Through Information Systems, pages 105-122, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-86790-4_9
    DOI: 10.1007/978-3-030-86790-4_9
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