E-Service Touchpoints for Jewelry Retailers: Customers’ Perceptions of a Digital Sales Desk

Cara M. Pfabe (), Benjamin Barann (), Ann-Kristin Cordes (), Andreas Hermann () and Torsten Gollhardt ()
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Cara M. Pfabe: University of Münster, ERCIS
Benjamin Barann: University of Münster, ERCIS
Ann-Kristin Cordes: University of Münster, ERCIS
Andreas Hermann: University of Münster, ERCIS
Torsten Gollhardt: University of Münster, ERCIS

A chapter in Innovation Through Information Systems, 2021, pp 105-122 from Springer

Abstract: Abstract The digitalization of retail also affects the luxury industry. The integration of digital components in local retail stores can be one way to attract customers and stay competitive. One novel in-store technology for jewelry stores could be a digital sales desk intended to support the watch-advisory service. This work proposes a conceptual design for a digital sales desk comprising various e-service touchpoints. It conducts an ex-ante evaluation to investigate the aspects of the digital sales desk that influence customers’ perceptions of quality and their re-use intentions toward the digitally enriched advisory service. Therefore, an online survey was conducted. The survey results indicate that some e-service touchpoints are more popular than others. The participants’ quality and value perceptions also directly impacted their intentions to re-use the service. The results shed light on the digital sales desk’s potentials and provide orientation regarding the most promising e-service touchpoints.

Keywords: Digital transformation; Brick-and-Mortar; Jewelry retail; E-Service; Touchpoint (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-86790-4_9

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DOI: 10.1007/978-3-030-86790-4_9

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