Naslov
Perceived usefulness of innovative technology in retailing: Consumers׳ and retailers׳ point of view

Autori
Renko, Sanda ; Druzijanic, Mirna

Izvornik
Journal of retailing and consumer services (0969-6989) 21 (2014), 5; 836-843

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Technology, Retailing, Consumers, Retailers

Sažetak
Technology has always played important role in retailing. On one hand, technology enables retailers to improve their services to customers, to improve their management operations and reduce their cost as well. On the other hand, technology brings some benefits to consumers related to short lines at checkouts, higher speed in providing services in the store, no pricing errors, loyalty card programmes, etc. The main purpose of the paper is to discuss the benefits and limitations of technology in retailing in general. For the purpose of getting better insight into the importance of new technological solutions for retailers and consumers, different areas of technology in retailing have been explored in the selected retail context of the Republic of Croatia. The findings of the two-phase study, including a qualitative and a quantitative approach, suggest that innovative technology help consumers to make their shopping decisions, while a better understanding of consumer goals and related stored information, in turn, would help retailers to develop the successful retail strategy.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA