Factors influencing technology adoption amongst small retailers: insights from thematic analysis

Aithal, Rajesh K.; Choudhary, Vikram; Maurya, Harshit; Pradhan, Debasis; Sarkar, Dev Narayan

doi:10.1108/ijrdm-02-2022-0042

Cited by 23 publications

(15 citation statements)

References 64 publications

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“…Second, our research provides valuable insight into how retail companies can capitalize on technology to create or reinforce their competitive positioning. Given that technology can help fuel omnichannel customer experience, smart offerings and lean operations, the adoption of retail technology is key to staying competitive and increasing profitability, especially for small retailers (Aithal et al, 2023). Retail managers should anchor on the firm's purpose and pursue the deployment of technologies in a manner that supports their competitive strategy.…”

Section: Technology For Successful Retailersmentioning

confidence: 99%

Technology: a strategic imperative for successful retailers

Quiñones

Suárez²,

Cruz-Roche³

et al. 2023

IJRDM

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PurposeIn the aftermath of the COVID-19 pandemic, technology is rewriting the way consumers shop as well as the retail operating models. In this context, investment in new technologies is a strategic imperative for retailers striving to remain relevant and profitable. Using Kahn's Retail Success Matrix as the conceptual framework, the aim of the study is to propose a classification of emerging technologies based on their potential for sustaining retailers' competitive strategies.Design/methodology/approachFollowing an initial qualitative study based on in-depth interviews and focus groups with 20 retail managers, the authors collected survey data from a sample of 168 retail and technology professionals. To achieve the research objectives, content, descriptive and multiple correspondence factor analyses were carried out.FindingsThe data analyses result on a map that plots the technological solutions that retail experts identify as enablers of four key competitive strategies: product superiority, enhanced customer experience, frictionless shopping experience and operational excellence.Practical implicationsThis research work provides valuable insight into how retail companies can capitalise on technology to create or reinforce their competitive positioning. The framework acts as a guide for retail companies to assess their technology priorities.Originality/valueThis exploratory empirical study is the result of a collaboration between academic researchers and retail professionals. Thus, it addresses challenges experienced by key stakeholders. The encompassing classification enables a better understanding of the impact of technology on retailers' competitive positioning.

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Section: Technology For Successful Retailersmentioning

confidence: 99%

Technology: a strategic imperative for successful retailers

Quiñones

Suárez²,

Cruz-Roche³

et al. 2023

IJRDM

View full text Add to dashboard Cite

show abstract

“…The use of technology in traditional retailing is a well-explored topic in the literature (Shankar et al , 2021; Grewal et al , 2020; Pantano and Vannucci, 2019). Recent studies have also focused on technology adoption among small retailers (Aithal et al , 2022; Choudhary and Aithal, 2022; Adhikary et al , 2021; Kumar et al , 2019). However, resilience in the supply chain, specifically in the case of smaller retailers, has been largely unexplored.…”

Section: Literature Contextmentioning

confidence: 99%

Resilience of small retailers in facing the Covid-19 pandemic – a qualitative study

Samanta

Aithal

2023

QMR

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Purpose This study aims to understand the impact of the Covid-19 pandemic on small retailers, and their response to it, using the crisis management model. The research documents the impact and responses and attempts to identify the factors contributing to and hindering retailers’ attempts to achieve resilience. Design/methodology/approach Semi-structured interviews were used to collect qualitative data from small retailers. The interview transcripts were analysed using MAXQDA 2020 Analytics Pro data analysis software. The heterogeneity in responses to the challenges posed by the pandemic is explained using self-determination theory and diffusion of innovation theory. Findings One of the most significant impacts of the crisis was the disruption in the regular supply chain network on which the studied retailers relied for their traditional buying. The retailers increased customer services such as free home delivery and enhanced the use of technology in their shops. However, and worryingly, although the retailers faced two waves of the pandemic, the urge to plan and prepare was missing. The overall crisis can, therefore, be seen as an opportunity for small retailers to improve their responses when facing similar situations. Social implications Small retailers are part of the social fabric in many emerging economies and function as a source of employment. They have been facing challenges from organised retail and e-commerce. The Covid-19 crisis pushed them to respond, and the authors hope that they will take some cues from this disruption and become more efficient and competitive in the future. Originality/value To the best of the authors’ knowledge, this is among the first studies to map the impact of the crisis on small retailers and their response to it, drawing implications for retailers and companies and analysing the efforts made by small retailers to achieve resilience.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

“…This theory states that attitude, social norms and perceived behavioral control determine behavioral choice. In the past, TPB has been successfully applied to understand customers' intentions to adopt technology (Aithal et al, 2023). This study adapted attitude and perceived behavioral control in the TPB to understand customers' self-recovery intention in the context of SST failure.…”

Section: The Theory Of Planned Behaviormentioning

confidence: 99%

Self-recovery after self-service technology failures: do motivations and self-efficacy matter?

Chiu,

Nguyen,

Hofer

2023

IJRDM

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PurposeThe growth of self-service technologies (SST) in the retail sector has led to an increased prevalence of SST failures, and spurred academic debate on customer self-recovery of the failed services. This study sets out to explore why customers prefer or decline to engage in self-recovery. A framework integrating elements from self-determination theory and theory of planned behavior is developed to explore the impact of motivational factors, attitudes and self-efficacy on self-recovery intention.Design/methodology/approachStructural equation modeling (SEM) was used to analyze the sample consisting of 297 users of retail kiosks in convenience stores.FindingsThe results revealed that intrinsic motivation and identified regulation directly affect customers' attitude and intention to engage in self-recovery. Despite an insignificant direct relationship, external regulation impacted self-recovery intention through attitude. Further, the association between intrinsic motivation and self-recovery intention is moderated by self-efficacy.Originality/valueMuch of the extant SST recovery literature has focused on company-rendered service recovery, providing little guidance to firms on how to promote self-recovery among customers. The integrated motivational-cognitive theoretical base in this study allows for a more differentiated inquiry into the factors shaping self-recovery intention, resulting in a deeper understanding of this topic. The novel insights will help retailers develop effective strategies for promoting self-recovery among users of retail kiosks.

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Factors influencing technology adoption amongst small retailers: insights from thematic analysis

Cited by 23 publications

References 64 publications

Technology: a strategic imperative for successful retailers

Technology: a strategic imperative for successful retailers

Resilience of small retailers in facing the Covid-19 pandemic – a qualitative study

Self-recovery after self-service technology failures: do motivations and self-efficacy matter?

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