Strategic Mismatch: IAHP

Manoj Kumar Dash, Manash Kumar Sahu (), Jishnu Bhattacharyya and Shivam Sakshi
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Manoj Kumar Dash: ABV-Indian Institute of Information Technology and Management
Manash Kumar Sahu: ASBM University
Jishnu Bhattacharyya: University of Nottingham Ningbo China
Shivam Sakshi: VIT Business School, Vellore Institute of Technology

Chapter Chapter 5 in Customer-Centricity in Organized Retailing, 2023, pp 91-170 from Springer

Abstract: Abstract In this chapter, we look at why retailers’ counter-strategies fail. That is, untangling the strategic misalignment between consumers’ preferred factors and retailers’ counter-strategies toward customer-centriccustomer-centric organized retailorganized retail/organized retailing. As a result, we provide two Analytic Hierarchy ProcessAnalytic Hierarchy Process (AHP) (AHP)-based evaluation models to prioritize the factors and strategies of preferences from the consumer and retailer perspectivesretailer perspective, respectively, to examine any strategic mismatch. AHPAnalytic Hierarchy Process (AHP) and iAHP\"Interpretive AHP (iAHP)\" are applied from consumer and retailer perspectivesretailer perspective to establish ranks and determine the sub-criterions’ weights for facilitating retailers to develop and adopt a culture of customer-centricity in practice. According to the findings, there is a significant mismatch between the order of consumers’ preferences and how retailers attempt to address those preferences. This misalignment is a significant impediment to a customer-centric, organized retail culture. Ranking consumer-preferred attributes and retailers’ strategies in the organized retail context provides a holistic view for retail managers. This will help them form strategies in such a way that will enhance the inclination of shoppers toward large-format brick-and-mortar retail stores.

Keywords: Customer-centric; Consumer decision-making style; Multi-criteria decision-making; Analytical hierarchal approach; Global retail (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-3593-0_5

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DOI: 10.1007/978-981-19-3593-0_5

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