Hafida Boudkouss and Souad Djelassi
The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and…
Abstract
Purpose
The purpose of this research is twofold: (1) to identify and understand consumer motivations to use interactive technologies in stores through the lens of the uses and gratifications (UGT) approach and (2) to understand how these gratifications differ between different interactive technologies (interactive kiosks and self-checkouts).
Design/methodology/approach
This research presents a dual qualitative study based on 32 in-depth interviews with 20 consumers, eight salespersons and four phygital experts.
Findings
The data analysis identified three specific gratifications sought in using interactive kiosks (information-seeking, hedonic and social interaction) and two gratifications common to both interactive kiosks and self-checkouts (control and time-saving).
Originality/value
From a media perspective (UGT), this research provides a deeper understanding of gratifications sought in using interactive technologies in a phygital store. It also contributes significantly to previous research by highlighting that gratifications differ between different technology types.
Details
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Souad Djelassi, Delphine Godefroit-Winkel and Mbaye Fall Diallo
The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine…
Abstract
Purpose
The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty.
Design/methodology/approach
A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling.
Findings
The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco.
Practical implications
With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco.
Originality/value
By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.
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Nathalie T. M. Demoulin and Souad Djelassi
The purpose of this paper is to propose and test a comprehensive model that captures individual, system and situational drivers of customers’ intention to use and actual use of…
Abstract
Purpose
The purpose of this paper is to propose and test a comprehensive model that captures individual, system and situational drivers of customers’ intention to use and actual use of self-service technologies (SSTs).
Design/methodology/approach
This paper is based on a survey conducted among 143 users and 150 non-users of SSTs at the exit of a grocery store. The proposed model was analysed using structural equation modelling and a logistic regression.
Findings
The results demonstrate that: first, in addition to previous usage behaviour (i.e. usage frequency), situational factors (time pressure, basket size, coupons and queue length at the SSTs and staffed checkouts) influence customers’ decisions to use SSTs during a specific shopping trip; and second, perceived behavioural control is the most important determinant of behavioural intention, followed by perceived usefulness, need for interaction and perceived ease of use and enjoyment.
Originality/value
Although an abundance of research has investigated the adoption of SSTs, little is known about what drives real usage. This study considers the actual usage of SSTs in a specific context, as well as the situational factors that influence the choice of SSTs over traditional checkouts. In addition, this paper provides an integrative model including actual usage, use frequency and behavioral intention and its antecedents by extending the Technology Acceptance Model 3.
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Nathalie T.M. Demoulin and Souad Djelassi
This study aims to examine the effect of situational factors, related to transactions and waiting, on customers' cognitive and affective responses to service delivery time…
Abstract
Purpose
This study aims to examine the effect of situational factors, related to transactions and waiting, on customers' cognitive and affective responses to service delivery time, including their service evaluations.
Design/methodology/approach
A web‐based survey included customers of an online credit company.
Findings
The authors' results demonstrate that disconfirmation influences cognitive but not affective responses. Both transaction importance and opportunity waiting cost influence wait acceptability, and transaction importance moderates the relationship between disconfirmation and wait acceptability. Delivery time worry and transaction worry increase negative affective responses; affective and cognitive responses then determine service evaluation. Opportunity waiting costs increase the positive effect of wait acceptability on service evaluation.
Research limitations/implications
The main limitations pertain to the small sample size and the restriction of the survey to customers of only one financial company.
Practical implications
The derived guidelines suggest how banks can improve service evaluations by modifying consumer time expectations, as well as reducing opportunity waiting cost, delivery time worry, and transaction worry.
Originality/value
The conceptualization of service delivery time refers to waiting outside the company's premises, as opposed to in‐line waiting on company premises. This study considers the influence of situational factors, such as transaction importance, transaction worry, waiting cost, and delivery time worry, on customers' reactions to service delivery time in the context of online banking services.