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Technological advancements in the retail industry: perceptions and preferences Of Portuguese Consum-Ers Regarding Supermarket Brands And Checkout Methods: The Explanation Of The Mystery Shopping Experience And The Survey Design Of Percep-Tual Mapping
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Resumo(s)
Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve customer experience. This research determines Portuguese consumers’ supermarket brand perceptions, to understand what players occupy an advantageous mental space for the implementation of these technologies: Perceptual Mapping. Findings reveal that the relationship
between consumers and supermarkets is predominantly transactional, therefore perceptions
of individual hedonic values are incomputable. Moreover, a Conjoint Analysis was employed to analyze preferences in checkout methods. While consumers under 45 are very
interested in checkout-free technology, they exhibit a low willingness to pay for these technologies. Current market players can improve their checkout-free store model
Descrição
Palavras-chave
Marketing research Self-service technologies (Ssts) Checkout methods Checkout-free technology Mystery shopping Perceptual mapping Brand perceptions Conjoint analysis