Target Group Generation Z—How Stationary Retailers Can Fulfil the Expectations of Young Customers Through Smart Services and Technologies to Increase Their Resilience

Stefan Schweiger (), Julian Kemmer, Simon Oed, Julius Taubert, Valerie Bass, Michael Eddelbuettel and Tamara Wuerstle
Additional contact information
Stefan Schweiger: HTWG Konstanz—University of Applied Sciences
Julian Kemmer: HTWG Konstanz—University of Applied Sciences
Simon Oed: HTWG Konstanz—University of Applied Sciences
Julius Taubert: HTWG Konstanz—University of Applied Sciences
Valerie Bass: HTWG Konstanz—University of Applied Sciences
Michael Eddelbuettel: HTWG Konstanz—University of Applied Sciences
Tamara Wuerstle: HTWG Konstanz—University of Applied Sciences

A chapter in Smart Services Summit, 2023, pp 123-131 from Springer

Abstract: Abstract This paper aims to apply the basics of the Service-Dominant Logic, especially the concept of creating benefits through serving, to the stationary retail industry. In the industrial context, the shift from a product-driven point of view to a service-driven perspective has been discussed widely. However, there are only few connections to how this can be applied to the retail sector on a B2C-level and how retailers can use smart services in order to enable customer engagement, loyalty and retention. The expectations of customers towards future stationary retail develop significantly as consumers got used to the comfort of online shopping. Especially the younger generation—the Generation Z—seems to have changed their priorities from the bare purchase of products to an experience- and service-driven approach when shopping over-the-counter. To stay successful long-term, companies from this sector need to adapt to the expectations of their future main customer group. Therefore, this paper will analyse the specific needs of Generation Z, explain how smart services contribute to creating benefit for this customer group and how this affects the economic sustainability of these firms.

Keywords: Stationary retail; Generation Z; Digital services; Economic sustainability; Customer journey (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-031-36698-7_13

Ordering information: This item can be ordered from
http://www.springer.com/9783031366987

DOI: 10.1007/978-3-031-36698-7_13

Access Statistics for this chapter

More chapters in Progress in IS from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().