Dissertation
Master's course
Master's field of study: MBA
1391
Abstract:
In recent years, the importance of a pleasant shopping experience in the store environment for customers has also increased. In this study, we examined the technologies that change the buying behavior of customers inside the store and we came to the conclusion that these effects have several general aspects. (1) They change the appearance of the store and the point of sale. (2) attract more customers through help and attractive elements and thus improve the buying process. (3) They influence the buying behavior of customers. After examining the technologies of the day, we came across the issue that in order to implement technology in any organization or store, the employees of the organization/store must accept the implementation of that technology. We continued to examine the RFID technology. Considering the spread of this technology in products, the need to examine its acceptance by employees is felt. In order to answer the question of which personality characteristics of employees are effective in RFID acceptance, a visit was made to the employees of stores that have implemented RFID. Therefore, this article, using the Technology Acceptance Model (TAM), has investigated the impact of 6 external variables (job relationship, ability to describe results, culture, concern in using technology, experience and gender) on understanding the ease and usefulness of using RFID. For this purpose, the prepared questionnaire was distributed among the members of the statistical community of Tehran retailers and the collected data was analyzed using the multivariable linear regression method. The obtained results indicate the high importance of the perceived culture at the community level, the level of occupational connection with technology and the ability to describe the results of using this technology. This research can be of great help to managers, organizations and companies providing RFID services and facilitate the development of this technology in the country.
Keywords:
Retail, technology acceptance model, new (advanced) technology, identification technology using radio waves
Chapter One (Overview of the research): in which the problem, objectives, assumptions of the necessity of conducting the research and the general aspects of the research are discussed.
The second chapter (Theoretical foundations and background of the research): In this chapter, the related theoretical foundations and the research conducted in the relevant field are discussed. Such things are discussed.
Chapter four (research findings): In this chapter, the results of data analysis are discussed.
Chapter five (conclusions and suggestions): In this chapter, the results of the fourth chapter and their comparison with the background of the research are reviewed and suggestions are also presented. Gad:
Chapter One
Introduction and general research
-1- Introduction
From the point of view of marketing, there are many parameters such as price, promotion, [1] brand management [2], services, advertising, customer loyalty programs, consumer behavior, distribution channels, and so on. For the success of a business, they must be studied in parallel. Therefore, in today's business market, due to the high level of competition between economic enterprises, the customer is at the center of operations, and meeting his needs is one of the most important pillars of survival for a business. Knowing this, in recent years, the importance of a pleasant shopping experience among customers is increasing. This means that the shopping space provides an attractive environment for the customer. As a result, many researchers are trying to retain existing customers and attract new customers at sales points by emphasizing on improving the enjoyable shopping experience of customers and examining the nature of their purchases.To understand the attractiveness of sales points, in marketing, there are various methods in traditional, modern and electronic perspectives, and one of the most important modern methods is creating sensory stimuli to arouse consumer excitement and using new technologies to survive in the competitive market. Another issue that shows the necessity and importance of paying attention to this issue is that in the era of information and communication technology, constructive, effective and sustainable interaction with the global economy requires that not only high quality and low price goods and services are exchanged and traded, but also advanced global standards and standards are used by different countries and international organizations. One of these criteria and standards is attention, commitment and compliance to the use of modern technologies in business, which is becoming more important and necessary day by day. Retailers seeking to differentiate themselves in a crowded competitive market must increasingly use technology to optimize decision-making, provide more personalized service, increase supply chain efficiency, and improve their business processes. Customers themselves demand special attention for good products at reasonable prices, rewards for their loyalty and a pleasant and hassle-free shopping experience. Due to the necessity of competition, today retail is one of the sectors that has become very technologically empowered. The pace of change is driving retailers to look for tools that will give them an edge over their competitors, whether it's in the sales department or in the warehouse. Retailers, often faced with few benefits and low profits, the increasing internationalization of markets, the increasing complexity of markets, and the complexity of the buyers, believe that they must constantly increase their ability to meet the needs of consumers. It seems necessary to use technology to solve these challenges. Retailers depend on technology in their headquarters and decision centers to gather information about customers, products, sales trends, transportation, logistics, and marketing information.
Technology has become as ubiquitous as retail stores such as grocery stores. ATMs, kiosks and shopping center equipment. , warehouse management, quality computers and management systems, electronic pricing networks, checkout control systems, level measuring devices, labor management and sales force calculation tools, security management networks to speed up transactions, electronic labeling and global supply chain tools, among some of the technological applications now common in many new retail operations.
International retailers, without exception, must be able to distribute very large quantities of goods in their global networks of existing stores. In order to face the inevitable challenges related to this, they have used advanced warehousing and procurement management systems whose main goal is to increase practical efficiency and capacity. For such retailers, technology is essential for reducing costs in the supply chain, optimizing transportation capacity, and creating appropriate international logistics structures. As these businesses expand internationally and scale up their operations, they realize that they need to create processes for automating and managing procurement and distribution and integrate them into their own warehousing systems. To support the resulting complex structures, strong information management systems are used to facilitate communication between domestic operations network, stores and decision centers, store employees and customers, customers and customer service personnel, marketing and store management professionals.
In recent years, the importance of a pleasant shopping experience in the store environment for customers has also increased. In fact, many authors came to this conclusion, consumers who enjoy the shopping environment will buy more than those who do not experience this pleasure. Therefore, by making the shopping environment attractive, it is possible to increase the shopping experience among consumers. In particular, this experience will play an important role in the process of consumer satisfaction.