The perception of the connected seller by the customer. An exploratory approach based on the shopping value

La perception du vendeur connecté par le client. Une approche exploratoire à partir de la valeur de magasinage

Madiha Bendjaballah () and Christian Dianoux ()
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Madiha Bendjaballah: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: The connected seller is not a new subject. This paper tries to give a new approach by focusing on the impact of using MSA (Mobile Sales Assistant) on the customer experience. A study which therefore complements the first studies on the MSA, more focused on the seller perception and on the store performance. Through an approach based on the creation and destruction of values, the results of our qualitative study show that the MSA leads to an improvement in the value of functional shopping but can also generates, in some situations, a deterioration in the value of relationship shopping. The study also gives first thoughts concerning the hedonic shopping value. These results complement the existing studies and offer an interesting first contribution on the perceived value from the consumer's point of view.

Keywords: stores; digital tools; MSA; acceptance; perceived value; creation and destruction of values; objets connectés; NAVA; acceptation; valeur perçue; création de valeurs; destruction de valeurs; point de vente physiques (search for similar items in EconPapers)
Date: 2020-09-03
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-02977370
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Published in Colloque Marketing Digital, Sep 2020, PARIS, France

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