KOREASCHOLAR

CUSTOMER WELL-BEING ON ELECTRONIC SHELF LABEL (ESL) SMART RETAIL ACROSS GENERATIONS

Nila Windasari, Fitri Aprilianty, Darren Jonathan Ovani
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422635
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.512
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Smart retail enabled through in-store technology (IST) is believed to be the future of retail. However, several IST impacts, especially on individuals' well-being remain undisclosed. This study attempts to discover IST impact, particularly electronic shelf label (ESL) as a prospective technology, on customer well-being and post-transaction behavior (i.e., willingness to pay (WTP) and positive word of mouth (PWOM). Survey were from generations X, Y, and Z generating 305 respondents. A post hoc analysis utilizing PLS MGA is discussed for Gen X & Millennials vs. Gen Z groups. This study provides empirical evidence of smart retail on customer well-being and how it affects customer post-purchase behavior, namely WTP and PWOM. This study also provides evidence of how it differs across generational cohorts.

Keyword
smart retailelectronic shelf labeltransformative service researchwell-beingcustomer behavior
Author
  • Nila Windasari(Bandung Institute of Technology, Indonesia)
  • Fitri Aprilianty(Bandung Institute of Technology, Indonesia)
  • Darren Jonathan Ovani(Bandung Institute of Technology, Indonesia)