The Impact of Digital Service Innovations in Retail Agglomerationson Retail Destination Attractiveness

Abstract

Prior to the digital revolution, the decision where to shop concentrated mainly on the shoppingarea choice between downtown or shopping centre and the need for a specific store. The rise of online retailing resulted in changes in consumer’s shopping behaviour. While online retailers list rising sales increases, shopping areas in many cities are confronted with increasing vacancy rates due to a customer-perceived relative disadvantage in terms of their attractiveness as shopping destinations. However, the growth of innovative technologies should not simply be considered as risk for brick-and-mortar retailers, but also as chance to enhance the offline shopping experience. The thesis addresses these developments by investigating digital touchpoints attracting customers to shopping centres, High Streets and town centres. First, the concept of retail destination attractiveness by means of a comprehensive literature review is established. Next, project1 sets the research framework by conceptualising a typology of devices and platforms delivering digital services. Derived from consumer interviews, technologies adding value from a consumers’ viewpoint are introduced alongside the customer journey and antecedents of their acceptance are evaluated. By drawing on agglomeration, service and information management literature, the quality of digital services is conceptualised within project2. Subsequently, four qualitative and three quantitative studies aid in developing a valid and reliable measurement tool assessing the performance of digital services. Project3 complements the work by introducing the digital marketing mix as suitable instrument for the classificationof digital services. Based on the model, nine best practices of the application of innovative digital technologies are highlighted to demonstrate how traditional retailing is evolving in the digital age. By showing that digital services currently and prospectively have an impact on retail destination attractiveness, guidelines and potentials to strengthen the overall destination experience are revealed, leading to an enhanced economic performance of the retail destination.

Divisions: Aston University (General)
Additional Information: ©Amela Dizdarevic, 2021Amela Dizdarevic asserts her moral right to be identified as the author of this thesis. This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without appropriate permission or acknowledgement. If you have discovered material in Aston Publications Explorer which is unlawful e.g. breaches copyright, (either yours or that of a third party) or any other law, including but not limited to those relating to patent, trademark, confidentiality, data protection, obscenity, defamation, libel, then please read our Takedown Policy and contact the service immediately.
Institution: Aston University
Uncontrolled Keywords: Technology,Retailing,Scale development,Shopping centre,High Street,Town centre
Completed Date: 2021
Authors: Dizdarevic, Amela

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