Refine
Document Type
- Conference Proceeding (2)
- Article (1)
Has Fulltext
- no (3)
Keywords
- Customer Dominant Logic (1)
- Customer Engagement (1)
- Customer Journey (1)
- Customer Self Service (1)
- Dienstleistungsmanagement (1)
- Digital Services (1)
- Economic Sustainability (1)
- Einzelhandel (1)
- Generation Z (1)
- Intelligent Self Services (1)
Institute
Der Kundenservice von morgen
(2023)
Die digitale Selbstbedienung im Einzelhandel und anderen Dienstleistungsbereichen verändert die Konsumwelt. Self-Services werden zunehmend von Konsumenten aller Altersklassen genutzt. Der Handel muss seine Servicekanäle hinterfragen und vermehrt auf Self-Service als Kundenkontaktpunkt setzen. Andere Branchen haben diesbezüglich bereits Lösungen umgesetzt. Vor diesem Hintergrund analysiert der Beitrag die Nutzung von Self-Service-Lösungen in Abhängigkeit von der Generationen-Zugehörigkeit und gibt Handlungsempfehlungen für KMU aus dem Einzelhandel.
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.
Digital transformation is changing the service landscape and confronting companies with challenges such as staff shortages and changing customer behavior. This paper examines the impact of self-service options on customer perceptions and their potential to improve a company’s resilience. The empirical study conducted for this purpose with 400 participants from different age groups, but with a focus on Generation Z, shows that almost all respondents have encountered self-service at some point, with the retail, tourism and financial sectors leading in usage. About 90% of respondents use self-service several times a month. While all generations value time savings and convenience, older participants express more concerns about errors, lack of support and privacy. The study highlights the increasing prevalence of self-service, particularly among young people, and their positive perceptions. Self-service solutions offer businesses the ability to address challenges, engage with customers and streamline processes. The positive impact extends not only to B2C processes, but also allows conclusions to be drawn about the positive influence of self-service options in internal and external B2B activities such as order management and customer support.
