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Reinventing the Customer Experience: Technology and the Service Marketing Mix

In: Service Management

Author

Listed:
  • Lorraine Lee

    (University of North Carolina Wilmington)

  • Tracy Meyer

    (University of North Carolina Wilmington)

  • Jeffery S. Smith

    (Florida State University)

Abstract

Technology continues to advance at a rapid rate. The challenge for retailers is to determine which technologies are likely to have the biggest disruption on the retail experience and should, therefore, be adopted to remain competitive. Several new technologies are already having a major impact on the customer experience. For example, shoppers can take a picture of a QR (Quick Response) code in a magazine advertisement using their mobile devices and then be forwarded to a website where they can learn more about the product and even purchase it, if so desired. Additionally, mobile devices can accept customized coupons (Groupons) and product recommendations through a loyalty program such as the one provided by Shopkick. Opinions about potential purchases from friends/family in remote locations can be garnered through the utilization of social networking technology such as Magic Mirrors (Buechner et al. 2007). A common element in these examples is that technology has the capability to radically alter the retail experience.

Suggested Citation

  • Lorraine Lee & Tracy Meyer & Jeffery S. Smith, 2012. "Reinventing the Customer Experience: Technology and the Service Marketing Mix," Springer Books, in: Jay Kandampully (ed.), Service Management, chapter 0, pages 143-160, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4614-1554-1_9
    DOI: 10.1007/978-1-4614-1554-1_9
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