Digitalization of High Street Retail : Design, Development, and Evaluation of a Multi-sided Digital Community Platform

In many cities, high street retail has lost ground due to the rise of e-commerce and digital retail business models, which is particularly damaging to traditional small and medium-sized businesses. This thesis examines how local businesses can jointly participate in digitalization. A digital platfor...

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Übersetzter Titel:Digitalisierung des Innerstädtischen Einzelhandels :
Gestaltung, Entwicklung und Evaluation einer mehrseitigen digitalen Plattform
Verfasser: Betzing, Jan Hendrik
Weitere Beteiligte: Becker, Jörg (Gutachter)
FB/Einrichtung:FB 04: Wirtschaftswissenschaftliche Fakultät
Dokumenttypen:Dissertation/Habilitation
Medientypen:Text
Erscheinungsdatum:2019
Publikation in MIAMI:23.01.2020
Datum der letzten Änderung:14.04.2022
Angaben zur Ausgabe:[Electronic ed.]
Quelle:Kapitel 6 (Part B) erschien in der Erstveröffentlichung bei Springer Gabler (Zeitschrift HMD). Die finale Version des Artikels ist erreichbar unter: https://doi.org/10.1365/s40702-017-0343-0. Kapitel 13 (Part B) erschien in der Erstveröffentlichung bei Springer (Zeitschrift Electronic Markets). Der Artikel ist lizenziert unter den Bedingungen der Creative Commons Attribution 4.0 International Lizenz (https://creativecommons.org/licenses/by/4.0/). Die finale Version des Artikels ist erreichbar unter: https://doi.org/10.1007/s12525-019-00332-3. Kapitel 19 (Part B) erschien in der Erstveröffentlichung bei Elsevier. © 2019. Die in der Dissertation enthaltene Version des Artikels wird unter CC-BY-NC-ND 4.0 Lizenz bereitgestellt (https://creativecommons.org/licenses/by-nc-nd/4.0/). Die finale Version des Artikels ist erreichbar unter: http://doi.org/10.1016/j.jretconser. 2019.102025.
Schlagwörter:Retail; Digitalization; IT Artifact; Customer Experience; Design Science Research Handel; Digitalisierung; IT-Artefakt; Einkaufserlebnis; Gestaltungsorientierte Forschung
Fachgebiet (DDC):000: Informatik, Wissen, Systeme
381: Handel
Lizenz:InC 1.0
Sprache:English
Hochschulschriftenvermerk:Teilw. zugl.: Münster (Westfalen), Univ., kumulative Diss., 2019
Förderung:Die in dieser Dissertation beschriebene Forschung entstand im Rahmen des Forschungs- und Entwicklungsprojekts "smartmarket² - Interaktive Einkaufserlebnisse in Innenstädten durch digitale Dienstleistungen" (Förderkennzeichen: 02K15A074). Das Projekt wird mit Mitteln des Bundesministeriums für Bildung und Forschung (BMBF) im Programm "Innovationen für die Produktion, Dienstleistung und Arbeit von morgen" gefördert und vom Projektträger Karlsruhe (PTKA) betreut, wofür sich der Autor herzlich bedankt.
Format:PDF-Dokument
URN:urn:nbn:de:hbz:6-52149645251
Permalink:https://nbn-resolving.de/urn:nbn:de:hbz:6-52149645251
Onlinezugriff:diss_betzing.pdf
Inhaltsverzeichnis:
  • Preface ..... i
  • Acknowledgements ..... iii
  • List of Figures ..... xi
  • List of Tables ..... xiv
  • List of Abbreviations ..... xvi
  • Part A
  • 1 Exposition ..... 1
  • 1.1 Introduction and Motivation ..... 1
  • 1.2 Problem Statement and Research Objective ..... 6
  • 1.3 Research Methodology and Design ..... 8
  • 1.4 Structure of the Dissertation ..... 11
  • 2 Research Background ..... 15
  • 2.1 Co-Creation of Value in the High Street Ecosystem ..... 15
  • 2.2 Customer Experience and the Customer Journey ..... 18
  • 2.3 Multi-sided Digital Platforms ..... 20
  • 3 Design of a Multi-sided Community Platform for High Streets ..... 25
  • 3.1 Descriptive Design Knowledge ..... 26
  • 3.1.1 Digitalization of the Retailer-Customer Interface ..... 26
  • 3.1.2 Digital Customer Experience in High Streets ..... 29
  • 3.2 Prescriptive Design Knowledge ..... 32
  • 3.2.1 Requirements for the Digital Platform ..... 32
  • 3.2.2 Solution Design Entities ..... 38
  • 4 Demonstration and Evaluation ..... 55
  • 4.1 Expository Instantiation ..... 56
  • 4.2 IT Artifact Evaluation ..... 60
  • 4.2.1 Demonstrated Functionality ..... 62
  • 4.2.2 Evaluation Results ..... 69
  • 4.3 Fulfillment of Requirements ..... 74
  • 4.4 Prospects for a Virtual High Street Community ..... 77
  • 5 Closure ..... 81
  • 5.1 Contributions to Theory and Practice ..... 82
  • 5.2 Outlook ..... 86
  • A Appendix ..... 89
  • Part B
  • 6 Interaktive, digitale Einkaufserlebnisse in Innenstädten ..... 93
  • 6.1 Einkaufserlebnisse in Innenstädten imWandel ..... 95
  • 6.2 Digitale Technologien für den Einzelhandel ..... 98
  • 6.3 Digitale Einkaufserlebnisse ..... 100
  • 6.4 Der innerstädtische Marktplatz als mobile Plattform ..... 104
  • 6.5 Zusammenfassung und Ausblick ..... 107
  • 7 New Service Development Through Action Design Research in Joint Research Projects ..... 109
  • 7.1 Introduction ..... 110
  • 7.2 Research Background ..... 113
  • 7.2.1 Stakeholders and Goals in Joint Research Projects ..... 113
  • 7.2.2 New Service Development ..... 115
  • 7.2.3 Action Design Research ..... 116
  • 7.3 NSD Through ADR in Joint Research Projects ..... 117
  • 7.4 The CrowdStrom Case: a Joint Research Project ..... 119
  • 7.4.1 Step 1: Ramp-up and Proposal Development ..... 119
  • 7.4.2 Step 2: Early Conception Phase ...... 120
  • 7.4.3 Step 3: (Actual) Research & Development ..... 121
  • 7.4.4 Step 4: Dissemination ..... 122
  • 7.5 Demonstrative Application of the Meta-Framework ..... 123
  • 7.6 Discussion, Implications & Reflections ..... 126
  • 7.6.1 Discussion of Design Decisions ..... 127
  • 7.6.2 Implications for Project Stakeholders ..... 128
  • 7.6.3 Limitations ..... 130
  • 7.7 Conclusion ..... 131
  • 8 Eliciting Customer Preferences for Shopping Companion Apps: A Service Quality Approach ..... 133
  • 8.1 Introduction ..... 134
  • 8.2 Theoretical Background ..... 136
  • 8.2.1 Service Quality ..... 136
  • 8.2.2 Research Model of Mobile App Service Quality ..... 138
  • 8.3 Research Approach ..... 139
  • 8.4 Results ..... 142
  • 8.4.1 Relevance of MASQ Dimensions ..... 142
  • 8.4.2 Customer Preferences Regarding Shopping Companion Apps ..... 143
  • 8.5 Discussion ..... 146
  • 8.6 Conclusion and Outlook ..... 149
  • 9 In-store Technologies in the Retail Servicescape ..... 151
  • 9.1 Introduction ..... 152
  • 9.2 Research Background ..... 153
  • 9.3 Research Method ..... 155
  • 9.4 Digital Capabilities of In-store Technology ..... 156
  • 9.5 Digital Capabilities in the Shopper-focused Decision Calculus ..... 161
  • 9.6 Discussion and Conclusion ..... 163
  • 10 Mirroring E-service for Brick and Mortar Retail: An Assessment and Survey ..... 165
  • 10.1 Introduction ..... 166
  • 10.2 Theoretical Background ..... 168
  • 10.3 Mirroring E-Service Touchpoints for Brick and Mortar Retail ..... 170
  • 10.3.1 Identification of Dominant E-service Touchpoints ..... 170
  • 10.3.2 Mirrored E-Service Touchpoints ..... 171
  • 10.4 Assessment of Mirrored E-Service Touchpoints ..... 177
  • 10.4.1 Survey Research Approach ..... 177
  • 10.4.2 Survey Results ..... 178
  • 10.5 Discussion, Limitations, and Future Research ..... 180
  • 10.6 Conclusion ..... 182
  • 11 Design Principles for Co-Creating Digital Customer Experience in High Street Retail ..... 185
  • 11.1 Introduction ..... 186
  • 11.2 Research Background ..... 188
  • 11.2.1 Customer Experience Theory ..... 188
  • 11.2.2 Mobile Technology for Context-Aware Service in Retail ..... 189
  • 11.3 Digital Customer Experience in High Street Retail ..... 190
  • 11.4 Design Principles for Digital Customer Experience Creation ..... 196
  • 11.5 Conclusion ..... 199
  • 12 Data-driven Customer Journey Mapping in Local High Streets: A Domain-specific Modeling Language ..... 201
  • 12.1 Introduction ..... 202
  • 12.2 Research Background ..... 204
  • 12.2.1 Customer Journeys ..... 204
  • 12.2.2 Related Modeling Approaches ..... 205
  • 12.3 Research Method ..... 206
  • 12.4 A DSML for Online-Offline Customer Journeys ..... 208
  • 12.4.1 Abstract Syntax ..... 208
  • 12.4.2 Concrete Syntax / Semantics ..... 208
  • 12.5 Demonstration of Utility and Evaluation of Form and Function ..... 210
  • 12.6 Conceptual Comparison to Related Modeling Approaches ..... 211
  • 12.7 Contribution, Limitations, and Outlook ..... 212
  • 13 The Impact of Transparency on Mobile Privacy Decision Making ..... 217
  • 13.1 Introduction ..... 218
  • 13.2 Research Background ..... 220
  • 13.2.1 Transparency of Personal Data Processing Practices ..... 221
  • 13.2.2 EU General Data Protection Regulation ..... 222
  • 13.2.3 Mobile Privacy Decision Making ..... 224
  • 13.3 Method ..... 226
  • 13.4 Results ..... 233
  • 13.4.1 Descriptive Results ..... 233
  • 13.4.2 Inferential Results ..... 234
  • 13.4.3 Qualitative Results ..... 236
  • 13.5 Discussion ..... 238
  • 13.5.1 Interpretation of Results ..... 238
  • 13.5.2 Implications for App Service Providers ..... 240
  • 13.5.3 Limitations ..... 243
  • 13.6 Conclusion ..... 243
  • 13.A Appendix ..... 244
  • 13.A.1 Comprehension of the Consequences of Consent Decisions ..... 244
  • 13.A.2 Identifying Habituation ..... 245
  • 13.A.3 Submit Times across Conditions ..... 246
  • 13.A.4 Distribution of Comprehension Performance ..... 246
  • 13.A.5 Rationales for Deciding on the Location Permission Request ..... 247
  • 14 Designing Multi-sided Community Platforms for Local High Street Retail ..... 251
  • 14.1 Introduction ..... 252
  • 14.2 Research Background ..... 255
  • 14.2.1 Co-Creation of Customer Experience in Service Ecosystems ..... 255
  • 14.2.2 (Multi-sided) Platforms ..... 257
  • 14.2.3 Virtual Communities in Retail ..... 258
  • 14.3 Research Method ..... 259
  • 14.4 Design and Implementation of the Community Platform ..... 262
  • 14.4.1 Actors ..... 262
  • 14.4.2 Platform Architecture ..... 263
  • 14.4.3 Platform-Facilitated Interaction ..... 266
  • 14.5 Multi-sided Community Platforms for Local High Street Retail ..... 268
  • 14.6 Contribution and Outlook ..... 273
  • 15 Beacon-based Customer Tracking across the High Street: Perspectives for Location-based Smart Services in Retail ..... 275
  • 15.1 Motivation ..... 276
  • 15.2 Research Background ..... 278
  • 15.2.1 Multi-sided Community Platforms in High Street Retail ..... 278
  • 15.2.2 Location-based Customer Analytics and Advertising ..... 279
  • 15.3 Research Approach ..... 280
  • 15.4 Customer Data Collection ..... 281
  • 15.4.1 BLE Beacons on the High Street ..... 281
  • 15.4.2 Embedding into the Community Platform ..... 282
  • 15.5 Analytical Perspectives on Spatio-temporal Customer Data ..... 283
  • 15.5.1 Micro-level Perspective ..... 284
  • 15.5.2 Meso-level Perspective ..... 286
  • 15.5.3 Macro-level Perspective ..... 288
  • 15.6 Demonstration ..... 289
  • 15.7 Discussion ..... 290
  • 15.8 Conclusion and Outlook ..... 291
  • 16 Privacy-friendly User Location Tracking with Smart Devices: The BeaT Prototype ..... 293
  • 16.1 User Location Tracking—Friend or Foe? ..... 294
  • 16.2 Prototypical Design and Implementation ..... 295
  • 16.2.1 Technology Selection and Setting ..... 295
  • 16.2.2 The BEAcon Tracking (BeaT) Algorithm ..... 296
  • 16.3 Evaluation and Outlook ..... 298
  • 17 Quantifying the Impact of Geospatial Recommendations: A Field Experiment in High Street Retail ..... 299
  • 17.1 Introduction ..... 300
  • 17.2 Theoretical Background ..... 302
  • 17.2.1 Recommender Systems ..... 302
  • 17.2.2 Customer Experience and Customer Journeys in High Streets ..... 303
  • 17.3 Research Approach ..... 304
  • 17.4 Geo-Recommendations in High Street Retail ..... 306
  • 17.4.1 Digitalization of the High Street Ecosystem ..... 306
  • 17.4.2 Field Experiment with an Instantiated Geo-Recommendation System ..... 307
  • 17.5 Conclusion ..... 313
  • 18 One Plug at a Time— Designing a Peer-to-Peer Sharing Service for Charging Electric Vehicles ..... 315
  • 18.1 Infrastructures for Electric Vehicle Charging ..... 316
  • 18.2 Research Approach ..... 317
  • 18.3 The CrowdStrom Business Model and Prototype ..... 318
  • 18.4 Evaluation and Outlook ..... 319
  • 19 Customer Participation in Virtual Communities for Local High Streets ..... 321
  • 19.1 Introduction ..... 322
  • 19.2 Research Background and Hypotheses ..... 324
  • 19.2.1 Virtual Communities in Retail ..... 324
  • 19.2.2 Participation in Virtual Communities ..... 326
  • 19.2.3 Research Model and Hypotheses ..... 328
  • 19.3 Research Method ..... 332
  • 19.3.1 Virtual Community Setting ..... 332
  • 19.3.2 Measures and Questionnaire ..... 334
  • 19.3.3 Sample and Data Collection ..... 334
  • 19.3.4 Common Method Variance ..... 335
  • 19.4 Results ..... 336
  • 19.4.1 Measurement Model ..... 336
  • 19.4.2 Structural Model ..... 337
  • 19.5 Discussion ..... 339
  • 19.5.1 Managerial Implications ..... 341
  • 19.5.2 Limitations and Future Research Directions ..... 343
  • 19.6 Conclusion ..... 344
  • 19.A Appendix ..... 346
  • References ..... 347.

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