Service Fascination Gaining Competitive Advantage through Experienti
Christian Zagel presents a new way of innovating, measuring, and improving self-service systems for retail environments in the context of Customer Experience Management. He shows that technology is used to evoke positive emotions during the shopping exper
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Christian Zagel
Service Fascination Gaining Competitive Advantage through Experiential Self-Service Systems
Christian Zagel Nürnberg, Germany Dissertation Friedrich-Alexander-Universität Erlangen-Nürnberg, Germany, 2015
ISBN 978-3-658-11672-9 ISBN 978-3-658-11673-6 (eBook) DOI 10.1007/978-3-658-11673-6 Library of Congress Control Number: 2015955836 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Abstract With the success of online shopping, stationary retail has continuously been loosing attractiveness during the last couple of years. This especially applies to the textile industry whose retail stores, independent of a certain brand, almost do not dier from each other in regard to their structure. In addition, products and brands of the modern consumer goods industry increasingly become exchangeable. Exclusively oering products at a cheap price and at high quality standards is not su cient anymore for dierentiating from competitors. Consequently, an increasingly important task of today's retail business can be found in the attractive presentation of the products next to the consistent update of the product assortment. In this context practitioners and researchers ascribe exceptional importance to the creation of positive shopping experiences. Especially in regard to young focus groups, innovative technologies become an important element for eectively reaching the goal of customer excitement and hence facilitate an outstanding positioning of a brand. It is particularly the traditional retail stores that oer companies the possibility to present their brand and to dierentiate themselves from competitors by oering exceptional, value-added services. Concepts for the systematic creation of positive customer experiences, applying modern inf
