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Mystery shopping (MS) is a widely used tool to monitor the quality of service and personal selling. In consultative retail settings, assessments of mystery shoppers are supposed to capture the most relevant aspects of sales people’s service and sales behavior. Given the important conclusions drawn by managers from MS results, the standard assumption seems to be that assessments of mystery shoppers are strongly related to customer satisfaction and sales performance. However, surprisingly scant empirical evidence supports this assumption. We test the relationship between MS assessments and customer evaluations and sales performance with large-scale data from three service retail chains. Surprisingly, we do not find asubstantial correlation. The results show that mystery shoppers are not good proxies for real customers. While MS assessments are not related to sales, our findings confirm the established correlation between customer satisfaction measurements and sales results.
This book aims to explore various aspects of the use of moving images in fashion retail and fashion apparel companies in-store or online. The use of moving images is growing in numbers and in relevance for consumers. Films can be used in various forms by fashion businesses in traditional media like cinema or TV and in modern forms like in social media or moving images in high street stores.
The book provides a data-oriented analysis of the state-of-the-art with certain future outlooks. Additional areas of covering fashion in moving images, such as ‘fashion company identity films’ or ‘fashion and music videos’ are covered in order to get a more complete analysis from a consumer influenced perspective.
The purpose of this paper is to give an overview about the links between fashion businesses and film from a fashion business perspective. It focuses on the idea that digitalization brought much more film use for the fashion industry and that this development has just begun and not ended. This change finally also has an intense impact on the fashion industry, as fashion companies nowadays are content producers with films, too. The resulting closer connection with viewers via social media exposes fashion companies, gives on the other hand new influence potential to the fashion system. An in-depth future research about the fashion and film system is therefore required to develop answers for the current situation. This article should be interpreted more as a personal viewpoint of the author to this topic rather than a research paper based on the usual methodological criteria.
The limited focus on particular research designs, data analysis methods, and research objects frequently characterise customer research projects. However, standard practice regarding researching certain phenomena is not always correct, and, in many cases, could provide misleading results. In this paper, we call for a more holistic approach to customer research, which considers the entire research design and data analysis toolbox, while also recognising the importance of consumer groups other than costumers. At the same time, we call for using simple data analysis methods, which often suffice to show relevant effects, instead of overemphasising method complexity as is often the case in top-tier journals. Based on our discussion, we offer researchers and practitioners concrete recommendations for advancing their research design and data analyses.
Electronic word-of-mouth (eWoM) communication has received a lot of attention from the academic community. As multiple research papers focus on specific facets of eWoM, there is a need to integrate current research results systematically. Thus, this paper presents a scientific literature analysis in order to determine the current state-of-the-art in the field of eWoM.
This paper investigates if food ^ retailing mobile applications from Germany, Austria, USA and the United Kingdom are meant to stay a marginal topic in grocery shopping, or if they have the potential to significantly shape the future of grocery retailing by serving as competitive advantages that can fulfil customer requirements and satisfaction. It has filtered out success factors in form of functions of grocery apps and it has extracted key competencies that can be used to create customer value. The Kano model can help selecting the right app functions. But, there are other prerequisites, like customers’ general attitude towards technology and their acceptance towards any kind of apps, that play an important role looking at the big picture of apps in grocery retailing. However, this paper has contributed one vital part of giving more importance to apps in grocery retailing in form of app functions that clearly deliver customer value. In short, apps that fit customers’ needs and that provide usability and convenience clearly have the potential to shape the future of grocery retailing - if key barriers towards app use are eliminated and if incentives are given that overcome scepticism.
Electric freight vehicles have the potential to mitigate local urban road freight transport emissions, but their numbers are still insignificant. Logistics companies often consider electric vehicles as too costly compared to vehicles powered by combustion engines. Research within the body of the current literature suggests that increasing the driven mileage can enhance the competitiveness of electric freight vehicles. In this paper we develop a numeric simulation approach to analyze the cost-optimal balance between a high utilization of medium-duty electric vehicles – which often have low operational costs – and the common requirement that their batteries will need expensive replacements. Our work relies on empirical findings of the real-world energy consumption from a large German field test with medium-duty electric vehicles. Our results suggest that increasing the range to the technical maximum by intermediate (quick) charging and multi-shift usage is not the most cost-efficient strategy in every case. A low daily mileage is more cost-efficient at high energy prices or consumptions, relative to diesel prices or consumptions, or if the battery is not safeguarded by a long warranty. In practical applications our model may help companies to choose the most suitable electric vehicle for the application purpose or the optimal trip length from a given set of options. For policymakers, our analysis provides insights on the relevant parameters that may either reduce the cost gap at lower daily mileages, or increase the utilization of medium-duty electric vehicles, in order to abate the negative impact of urban road freight transport on the environment.
