Thomas P. Scholdra, Julian R.K. Wichmann, Werner J. Reinartz
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引用次数: 1
Abstract
The evolving landscape of physical retailing necessitates a reevaluation of personalization approaches to meet existing market conditions and the demands of modern customers. In this context, the authors explore the interplay between human-enabled and technology-enabled personalization, offering an examination of their characteristics, strengths, and weaknesses. The authors deconstruct the personalization process into three distinct stages, namely identification, implementation, and interaction, and discuss potential contingency factors of personalization in the physical retailing context. More so, the authors discuss the future of personalization in physical retailing along the three steps of the defined personalization process. In doing so, the authors lay out a research agenda that can serve as a valuable guide for future studies in this field.
期刊介绍：
The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.
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