Exploiting consumer–employee–retailer interactions in technology-enriched retail environments through a relational lens |
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Institution: | 1. Paris XIII University, CEPN, Sorbonne Paris Cité,, Centre Marc Bloch, Berlin, Germany;2. Paris-Est University, Institut de Recherche en Gestion (IRG), Paris, France;3. Paris Dauphine University, DRM-UMR-CNRS 7088, Paris, France;1. Department of Economics and Business.Faculty of Business and Economics, University of Almería Spain, Agrifood Campus of International Excellence ceiA3, Ctra. Sacramento, s/n, E-04120 Almería, Spain;2. Department of Management, University of Granada Spain and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona, Spain;3. Department of Management. Business Faculty, University of Granada Spain |
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Abstract: | The aim of this paper is to explore the relationships between consumer, frontline employees and retailer (organization) subjected to the disruptive force prompted by the adoption of innovative technologies in retail settings. Starting from qualitative data involving 43 frontline employees with different experiences, our analysis revealed that the way for building and maintaining organizational relationships changes differently considering consumer–employee and employee–retailer perspective. In particular, the emergent computer-mediated relationships seem to produce beneficial effects, while combining employees? existing capabilities with new competencies, thus resulting in an improvement of the entire retail process. Similarly, they are more satisfied and appreciated organization effort in supporting their jobs through the innovative technologies. Hence, the study provides an empirical contribution to the emerging literature on consumer–employee–retailer (organization) relationships in the innovative scenario through the in-depth investigation of these relationships of four case firms. |
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Keywords: | Retailing Innovation management Relational lens Organizational relationships Buyer–seller relationships |
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