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The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing behavior, in assortments composed exclusively of private labels (PLs).

The authors developed an experiment based on an online survey to test the hypotheses formulated. The model’s causal relationships are established using structural equations.

The image of stores that only offer their own brand is mainly configured by price consciousness and the attitude toward the private label. The private label purchase intention is strongly influenced by the store image and a favorable attitude toward the brand, and loyalty strategies should be aimed at securing a clear perception of providing real value.

For retailers who only offer their own brands, an assortment with price-competitive PLs is key to the strategy of differentiating them from other retailers. It is reasonable to assume that, if retailers have a favorable image, customers transfer this brand value to their PLs and trust them. Customer loyalty strategies of these retailers should be aimed at ensuring that consumers clearly perceive that their assortment provides real value and that, although it is limited in terms of number of brands, it can meet all their needs.

This research represents a significant contribution to brand management literature because, includes, together with loyalty to the store, its image and the PL purchase intention as consumer response variables. Another differentiating feature is the methodology used. Estimation of the structural equation model permits the simultaneous estimation of the relationships between the variables.

Analizamos la relación entre diferentes variables actitudinales de los consumidores y un número de variables relativas a la percepción de los consumidores con respecto al establecimiento y el comportamiento de compra, todo ello en surtidos compuestos exclusivamente por marcas de distribuidor.

Desarrollamos un experimento online, basado en una encuesta, para testar las hipótesis planteadas. Utilizamos ecuaciones estructurales para determiner las relaciones causales del modelo.

La imagen de los establecimientos que ofrecen exclusivamente su propia marca se configura, principalmente, por la conciencia de precio y por la actitud de los consumidores hacia la marca privada. La intención de compra de la marca de distribuidor está fuertemente influenciada por la imagen del establecimiento y por una actitud favorable hacia dicha marca, por lo que las estrategias de fidelización de clientes deberían estar orientadas a asegurar una clara percepción de proporcionar valor real a los consumidores.

Para los minoristas que ofertan exclusivamente sus propias marcas, un surtido con marcas de distribuidor muy competitivas en precio es fundamental en su estrategia de diferenciación de sus competidores. Además, es razonable suponer que si los minoristas cuentan con una imagen favorable, los consumidores trasladarán este valor de marca a sus propias marcas propias y confiarán en ellas. Las estrategias de fidelización de este tipo de minoristas deberían ir enfocadas a asegurarse de que los consumidores perciben claramente el valor real que aporta su surtido y que, aunque limitado en términos de número de marcas y alternativas, les permite cubrir todas sus necesidades.

Esta investigación supone una significativa contribución a la literatura sobre gestión de marcas al incluir, conjuntamente con la lealtad al establecimiento, su imagen y la intención de compra de la marca de distribuidor como variables respuesta del consumidor. Otro elemento diferenciador es la metodología empleada, ya que la estimación del modelo de ecuaciones estructurales permite la estimación simultánea de las relaciones entre las distintas variables.

Disruptive retailing technologies improve productivity and cost optimization, but there is a lack of academic literature about their effects on shoppers’ perceptions and behaviors. This paper aims to develop and test a conceptual model regarding the effects of retail technology on store image and purchase intentions and to measure how human interaction services (HIS) moderate this relationship. Two relevant retail technologies are explored.

The results of this study indicate that retailing technology has notable influences on consumer perceptions. Thus, shopping technologies improve store image perceptions and increase purchase intention, moderated by HIS.

Future field experiments in actual stores should attempt to corroborate the results of this study and offer greater internal validity.

The results should help reduce retailers’ resistance to technology adoption. In-store technology can help retailers leverage their store image and increase purchase intentions. HIS could offer a bridge between consumers and new technology.

This paper is an original research paper, given that few research papers are experimentally based to measure consumer’s reactions to new technology implementation.

Las tecnologías disruptivas de ventas al por menor mejoran la productividad y la optimización de costes, pero hay una falta de literatura académica sobre los efectos de estas tecnologías en las percepciones y actitudes de los compradores. Este artículo desarrolla y prueba un modelo conceptual de los efectos de la tecnología minorista en la imagen de la tienda y las intenciones de compra y mide cómo los servicios de interacción humana moderaron las relaciones. Este artículo explora dos tecnologías comerciales relevantes para investigarlo.

Un total de 480 personas participaron en los tres experimentos en un laboratorio y utilizaron las etiquetas electrónicas de estanterías (ESL) y el carro inteligente de la misma manera que podían usarlo en las tiendas.

Los resultados indican que la tecnología de venta al por menor tiene influencias notables en las percepciones de los consumidores. Por lo tanto, las tecnologías de compra mejoran la percepción de la imagen de la tienda e incrementa la intención de compra moderada por los servicios de interacción humana.

Es una contribución original porque pocos trabajos de investigación se basan en experimentos para medir las reacciones de los consumidores debido a la implementación de la nueva tecnología.

Los experimentos de campo en tiendas reales deben intentar corroborar estos resultados y ofrecer una mayor validez interna.

Los resultados deberían ayudar a reducir la resistencia de los minoristas a su adopción. La tecnología en la tienda puede ayudar a los minoristas a aprovechar su imagen de tienda y aumentar las intenciones de compra. Los servicios de interacción humana podrían ser un puente entre los consumidores y las nuevas tecnologías.

This paper aims to explore the role of configurations of relationship quality dimensions for explaining sources of behavioral outcomes in the globalized manufacturing industry.

A joint analysis of behavioral and objective performance data from globalized manufacturing links perceptual customer metrics that relate to dimensions of relationship quality (i.e. attitudinal loyalty, perceived customer orientation, customers’ perceived innovativeness of the supplier and perceived customer influence on supplier innovation) with behavioral outcomes (i.e. share of wallet (SOW) and customer account profitability). Using data from a global business-to-business (B2B) customer survey together with archival performance data from a multinational mechanical engineering firm, a fuzzy set qualitative comparative analysis (fsQCA) is performed.

The fsQCA results suggest that perceptual customer metrics related to innovation can be relevant aspects of relationship quality, in line with Anderson and Mittal’s (2000) satisfaction-repurchase-profitability chain framework and its adaptation to SOW. However, the underlying complexities in the different combinations of attributes in the recipe are such that they are not equifinal in leading to higher SOW or higher profitability. This paper finds indications for non-linearities between perceptual measures investigated and profitability of customer accounts, with particular relevance for the role of perceived customer orientation, perceived product innovativeness of the supplier and attitudinal loyalty.

The analysis faces a number of limitations, starting with its reliance on cross-sectional survey data, which does not enable us to account for feedback mechanisms, for example, arising from customer perceptions regarding innovation aspects. The lack of a multidimensional conceptionalization of the perceptual customer constructs may have limited the analysis, considering also recent evidence from retail companies in the furniture sector in Spain, suggesting that the multidimensional conceptualization of relationship value explained satisfaction and loyalty levels to a greater extent than the one-dimensional conceptualization (Ruiz-Martínez et al., 2019).

In terms of managerial implication, the results suggest that customers perceive limited value in participating in the focal firm’s innovation value chain funnel, hence customer loyalty cannot be bought using simple incentive strategies. The results with regard to customer account profitability suggest that B2B customers investigated here may distinguish when interacting with their globalized supplier in the innovation funnel: they may see a positive customer value when the innovation is a product, and thus, relation-specific, whereas they may see limited customer value when innovation is considered in more generic terms (customers’ perceived influence on supplier innovation in general).

This paper starts from the premise that perceptual customer metrics can matter for supplier performance, as the customer relationship and customer value management research has shown. However, there is limited empirical evidence from globalized manufacturing sectors incorporating perceptual constructs in behavioral outcomes, and limited evidence assessing customer-perceived value in such sectors through alternate approaches to main-effects focused analyzes. We employ qualitative comparative analysis using fuzzy sets (Russo et al., 2019) to address these gaps, focusing on two key behavioral outcomes, namely, customer account profitability and SOW.

The purpose of this study is to present and explain a new customer segmentation approach inspired by failure mode and effect analysis (FMEA) which can help classify customers into more accurate segments.

The present study offers a look at the three most commonly used approaches to assessing customer loyalty:net promoter score, loyalty ladder and loyalty matrix. A survey on the quality of restaurant services compares the results of categorizing customers according to these three most frequently used approaches.

A new way of categorizing customers through loyalty priority number (LPN) is proposed. LPN was designed as a major segmentation criterion consisting of customer loyalty rate, frequency of purchase of products or services and value of purchases. Using the proposed approach allows to categorize customers into four more comprehensive groups: random, bronze, silver and gold – according to their loyalty and value to the organization.

Survey will bring a more accurate way of categorizing customers even in those sectors where transaction data are not available. More accurate customer categorization will enable organizations to use targeting tools more effectively and improve product positioning.

The most commonly used categorization approaches such as net promoter score, loyalty ladder or loyalty matrix offer relatively general information about customer groups. The present study combines the benefits of these approaches with the principles of FMEA. The case study not only made it possible to offer a view of the real application of the proposed approach but also made it possible to make a uniform comparison of the accuracy of customer categorization.

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

The transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the customer shopping experience. However, retailers struggle with the implementation of such technologies in brick-and-mortar stores. Against this background, the present study investigates the impact of a smartphone-based augmented reality shopping assistant application, which uses personalized recommendations and explainable artificial intelligence features on customer shopping experiences.

The authors follow a design science research approach to develop a shopping assistant application artifact, evaluated by means of an online experiment (n = 252), providing both qualitative and quantitative data.

Results indicate a positive impact of the augmented reality shopping assistant application on customers' perception of brick-and-mortar shopping experiences. Based on the empirical insights this study also identifies possible improvements of the artifact.

This study's assessment is limited to an online evaluation approach. Therefore, future studies should test actual usage of the technology in brick-and-mortar stores. Contrary to the suggestions of established theories (i.e. technology acceptance model, uses and gratification theory), this study shows that an increase of shopping experience does not always convert into an increase in the intention to purchase or to visit a brick-and-mortar store. Additionally, this study provides novel design principles and ideas for crafting augmented reality shopping assistant applications that can be used by future researchers to create advanced versions of such applications.

This paper demonstrates that a shopping assistant artifact provides a good opportunity to enhance users' shopping experience on their path-to-purchase, as it can support customers by providing rich information (e.g. explainable recommendations) for decision-making along the customer shopping journey.

This paper shows that smartphone-based augmented reality shopping assistant applications have the potential to increase the competitive power of brick-and-mortar retailers.

In this study, the authors examine artificial knowledge as a fundamental stream of knowledge management for sustainable and resilient business models in supply chain management (SCM). The study aims to provide a comprehensive overview of artificial knowledge and digitalization as key enablers of the improvement of SCM accountability and sustainable performance towards the UN 2030 Agenda.

Using the SCOPUS database and Google Scholar, the authors analyzed 135 English-language publications from 1990 to 2022 to chart the pattern of knowledge production and dissemination in the literature. The data were collected, reviewed and peer-reviewed before conducting bibliometric analysis and a systematic literature review to support future research agenda.

The results highlight that artificial knowledge and digitalization are linked to the UN 2030 Agenda. The analysis further identifies the main issues in achieving sustainable and resilient SCM business models. Based on the results, the authors develop a conceptual framework for artificial knowledge and digitalization in SCM to increase accountability and sustainable performance, especially in times of sudden crises when business resilience is imperative.

The study results add to the extant literature by examining artificial knowledge and digitalization from the resilience theory perspective. The authors suggest that different strategic perspectives significantly promote resilience for SCM digitization and sustainable development. Notably, fostering diverse peer exchange relationships can help stimulate peer knowledge and act as a palliative mechanism that builds digital knowledge to strengthen and drive future possibilities.

This research offers valuable guidance to supply chain practitioners, managers and policymakers in re-thinking, re-formulating and re-shaping organizational processes to meet the UN 2030 Agenda, mainly by introducing artificial knowledge in digital transformation training and education programs. In doing so, firms should focus not simply on digital transformation but also on cultural transformation to enhance SCM accountability and sustainable performance in resilient business models.

This study is, to the authors' best knowledge, among the first to conceptualize artificial knowledge and digitalization issues in SCM. It further integrates resilience theory with institutional theory, legitimacy theory and stakeholder theory as the theoretical foundations of artificial knowledge in SCM, based on firms' responsibility to fulfill the sustainable development goals under the UN's 2030 Agenda.

The purpose of this paper is to apply pragmatism – a philosophy of science on the interplay of human actions and meaning – as a perspective for studying service research and practice, emphasizing the need to deal with dynamics and diversity to cope with service marketplace disruptions. This work focuses on customers (individuals or groups of individuals) as key marketplace stakeholders.

Pragmatism provides a foundation for theorizing about change by connecting human actors’ cognitive belief structures and their actions through a continuous learning process. This paper outlines how the key principles of pragmatism can advance service research and practice.

Adopting the key principles of pragmatism in service management directs attention to service market dynamics. Understanding customers’ everyday lives as the interplay of experiencing, knowing and acting reveals insights about the role of service in dynamic markets for the benefit of service research and practice.

The paper is a viewpoint to stimulate researchers’ reflections on often hidden core assumptions about service. Pragmatism provides a perspective on actors’ practical rationality and problem solving in dynamic settings. Along with its emphasis on a holistic understanding of customers’ lives, this perspective provides direction for future service research and practice. Further, conceptual development and empirical substantiation are encouraged.

By focusing on marketplace changes, this paper addresses management concerns for commercial and non-commercial organizations. Pragmatism encourages critical reflections on what companies are doing and why (the connection between actions and beliefs), revealing underlying beliefs and institutionalized industry practices that require modifications.

Pragmatism is an approach to service research and practice, irrespective of aggregation level and sector. Therefore, it can help stimulate societal welfare.

Pragmatism advances service research by delineating a holistic perspective on customers’ lives and providing a perspective for exploring and understanding dynamics and diversity in service markets.

This study presents the applicability of a model-based approach for loyalty program forecasting using smartphone app in the digital strategy of the retail industry.

The authors develop a dynamic model with the cyclical structure of customer segments through customer experience. They use time-series data on the number of members of the loyalty program, “Seven Mile Program” and confirm the validity of the approximate calculation of customer segment share, customer segment sales share and aggregate sales performance. The authors present three medium-term forecast scenarios after the launch of a smartphone payment service linked with the loyalty program.

The sum of the two customer segment shares for forecasting (the sum of the quasi-excellent and excellent customer ratios) is about 30% in each scenario, consistent with an essential customer loyalty (true loyalty) share obtained in the existing empirical study.

Digital strategy in the retail industry should focus more on estimating and forecasting average amounts of customer segments and the number of aggregated customers through the digitalization on the customer side than on individual customer journeys and responses.

Multi-scenario evaluation through simulation of dynamic models from a systemic view can be used for decision-making in retailing digital strategies.

This study builds a model that integrates the cyclicality of customer segment transition through customer experiences into a loyalty matrix framework, which is a method that has previously been used in the hospitality industry.

In the COVID-19 pandemic, consumers increasingly opt for, or are forced to, use home delivery services. The authors study retailers' decisions regarding “delivery mode”, which is about outsourcing (vs. insourcing) the delivery service to a traditional delivery company or an unbranded carrier and its effects on consumers' perceived overall quality, perceived hygienic quality, and subsequently, willingness to stay with the firm beyond the pandemic.

A pre-test, an experiment and a post-test were conducted with participants from the UK (Total N = 380).

The results of this study show that (1) in a pandemic, perceived hygienic quality overshadows perceived service quality as a key determinant of consumers' choices, and (2) while consumers have a relatively negative view of the hygienic level of unbranded carriers, they do not differentiate between traditional delivery carriers and retailer-branded carriers. Thus, they are equally interested in using the services of the latter ones.

This study shows that during a health crisis, consumers change their hierarchy of motivations to reflect the new protection motivations. The authors usher perceived hygienic quality as a variable that should be seriously considered as both a tactical and a strategic variable affecting the attractiveness of alternative home delivery methods and consumers' intentions to continue using them after the pandemic.