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Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes

Author

Listed:
  • John A. Aloysius

    (University of Arkansas)

  • Hartmut Hoehle

    (University of Arkansas)

  • Soheil Goodarzi

    (University of Arkansas)

  • Viswanath Venkatesh

    (University of Arkansas)

Abstract

Given the enormous amount of data created through customers’ transactions in retail stores, it comes as no surprise that retailers are actively seeking initiatives to leverage big data and offer their customers superior services that provide mutual, previously unattainable benefits. Nonetheless, fulfilment of such a strategic aim requires customers to adopt and embrace emerging technology-driven services. Exploring customers’ perceptions of such big data initiatives in retail environments, we develop a model examining the effects of technology enablers and privacy concerns on critical shopping outcomes including repatronage intentions, store image, and intention to use medium in the context of recently identified service configurations. We conduct an exploratory study to understand customers’ reactions toward emerging shopping scenarios and to enhance our survey instrument and then conduct an online survey (n = 442) to test our model. We found that customers’ usefulness perceptions of emerging services positively affected their intentions to use medium, and that their privacy concerns about the amounts of personal information, being collected through emerging services, negatively affected their repatronage intentions and store image. We discuss the implications of our work for research and practice.

Suggested Citation

  • John A. Aloysius & Hartmut Hoehle & Soheil Goodarzi & Viswanath Venkatesh, 2018. "Big data initiatives in retail environments: Linking service process perceptions to shopping outcomes," Annals of Operations Research, Springer, vol. 270(1), pages 25-51, November.
    • Handle: RePEc:spr:annopr:v:270:y:2018:i:1:d:10.1007_s10479-016-2276-3
    DOI: 10.1007/s10479-016-2276-3
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    2. Ying, Song & Sindakis, Stavros & Aggarwal, Sakshi & Chen, Charles & Su, Jiafu, 2021. "Managing big data in the retail industry of Singapore: Examining the impact on customer satisfaction and organizational performance," European Management Journal, Elsevier, vol. 39(3), pages 390-400.
    3. Aversa, Joseph & Hernandez, Tony & Doherty, Sean, 2021. "Incorporating big data within retail organizations: A case study approach," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Tanzeela AQIF & Abdul WAHAB, 2022. "Reshaping The Future Of Retail Marketing Through Big Data: A Review From 2009 To 2022," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(3), pages 5-24, September.
    5. Roe, Michael & Spanaki, Konstantina & Ioannou, Athina & Zamani, Efpraxia D. & Giannakis, Mihalis, 2022. "Drivers and challenges of internet of things diffusion in smart stores: A field exploration," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    6. Di Wang & Weihua Liu & Yanjie Liang & Shuang Wei, 2023. "Decision optimization in service supply chain: the impact of demand and supply-driven data value and altruistic behavior," Annals of Operations Research, Springer, vol. 324(1), pages 971-992, May.
    7. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2022. "Effects of characteristics of in-store retail technology on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Shankar, Venkatesh & Kalyanam, Kirthi & Setia, Pankaj & Golmohammadi, Alireza & Tirunillai, Seshadri & Douglass, Tom & Hennessey, John & Bull, J.S. & Waddoups, Rand, 2021. "How Technology is Changing Retail," Journal of Retailing, Elsevier, vol. 97(1), pages 13-27.
    9. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    10. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    11. Maya Vachkova & Arsalan Ghouri & Haidy Ashour & Normalisa Binti Md Isa & Gregory Barnes, 2023. "Big data and predictive analytics and Malaysian micro-, small and medium businesses," SN Business & Economics, Springer, vol. 3(8), pages 1-28, August.
    12. Michael Roe & Konstantina Spanaki & Athina Ioannou & Efpraxia Zamani & Mihalis Giannakis, 2022. "Drivers and challenges of internet of things diffusion in smart stores: A field exploration," Post-Print hal-03599486, HAL.

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