From selling to supporting – Leveraging mobile services in the context of food retailing |
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| Institution: | 1. Department of Insurance and Finance, National Taichung University of Science and Technology, Taichung, Taiwan, ROC;2. Department of Business Management, National United University, Miaoli, Taiwan, ROC;3. Department of Business Administration, MingDao University, Changhua, Taiwan, ROC;1. International Hellenic University, Department of Food Science and Technology, Thessaloniki, Greece;2. Intelligen, Inc., Scotch Plains, NJ, USA;1. Dipartimento di Ingegneria Meccanica, Energetica e Gestionale, Università della Calabria, Italy;2. Escuela Técnica Superior de Ingeniería, Unidersidad Ponficia Comillas, Madrid, Spain;1. Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, United Kingdom;2. Independent Blogger, London, United Kingdom |
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| Abstract: | To safeguard their existence in the face of harsh competition, food retailers have shifting their attention from goods to service. In this development, mobile services have emerged as suitable venues for intensifying companies' service orientation. To address this phenomenon, the purpose of this study is to explore and analyze how mobile services are leveraged to serve customers better in the context of food retailing. With the help of 10 case examples the perspective is extended from food retailers' in-store activities to supporting customers' processes at the pre- and post-purchase stages. As a result, a tentative framework is suggested that captures the ways in which companies can use mobile services in their strategic quest to move from selling to supporting. |
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| Keywords: | Service Service business logic Internet Interaction Mobile service |
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