Design and Evaluation of Technology-based and Innovative Retail Services: The Consumer perspective

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Design and Evaluation of Technology-based and Innovative Retail Services: The Consumer perspective

Category : Paper Series EN

Issue No. 42 (January-February 2007)

Aristeidis Theotokis

The advent of new technologies –such as RFID and Wireless Technologies- present new opportunities in traditional retailing for providing innovative in-store services that transform shopping experience and increase customer satisfaction. Nevertheless, we have a number of examples of unsuccessfully applied innovative services that have never been adopted by customers. One possible explanation for creating unsuccessfully innovative services that do not satisfy customers are the traditional research ways that are used for New Service Design. Conventional methodologies and processes used for taking customer feedback in new service design cannot be effective for technology-based services and innovative concepts that customers cannot even imagine. However, the active involvement of consumers in new service design is of critical importance in creating innovation in services and therefore special segments of customers should be involved in this process.

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