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Target Group Generation Z—How Stationary Retailers Can Fulfil the Expectations of Young Customers Through Smart Services and Technologies to Increase Their Resilience

  • This paper aims to apply the basics of the Service-Dominant Logic, especially the concept of creating benefits through serving, to the stationary retail industry. In the industrial context, the shift from a product-driven point of view to a service-driven perspective has been discussed widely. However, there are only few connections to how this can be applied to the retail sector on a B2C-level and how retailers can use smart services in order to enable customer engagement, loyalty and retention. The expectations of customers towards future stationary retail develop significantly as consumers got used to the comfort of online shopping. Especially the younger generation—the Generation Z—seems to have changed their priorities from the bare purchase of products to an experience- and service-driven approach when shopping over-the-counter. To stay successful long-term, companies from this sector need to adapt to the expectations of their future main customer group. Therefore, this paper will analyse the specific needs of Generation Z, explain how smart services contribute to creating benefit for this customer group and how this affects the economic sustainability of these firms.

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Author:Stefan SchweigerORCiDGND, Julian Kemmer, Simon Oed, Julius Taubert, Valerie Bass, Michael Eddelbüttel, Tamara Würstle
Parent Title (English):Smart Services Summit - Smart Services creating Sustainability, (SMSESU 2022, Zurich, CH)
Publisher:Springer Nature Switzerland AG
Place of publication:Cham
Document Type:Conference Proceeding
Year of Publication:2023
Identifier:Im Katalog der Hochschule Konstanz ansehen
Release Date:2023/09/13
Tag:Stationary Retail; Generation Z; Digital Services; Economic Sustainability; Customer Journey
First Page:123
Last Page:131
Corresponding author: Stefan Schweiger
Volltext im Campusnetz der Hochschule Konstanz verfügbar
Institutes:Fakultät Wirtschafts-, Kultur- und Rechtswissenschaften
DDC functional group:300 Sozialwissenschaften
Relevance:Peer reviewed nach anderen Listungen (mit Nachweis zum Peer Review Verfahren)
Open Access?:Nein
Licence (German):License LogoUrheberrechtlich geschützt