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The examination of self-service replenishing solutions' potential

Published Online:pp 134-149https://doi.org/10.1504/IJWBC.2020.107149

The aim of this paper is to investigate how the introduction of self-service replenishing tech devices affect consumer buying behaviour within their consumption communities. It assesses the potential customers and/or retailers that are likely to adopt such technologies while looking into their overall impact on consumers and shoppers. For that end, this study investigates the perception of such solutions by both consumers and experts in relation to the self-service technologies' (SSTs) disruption of the customer journey. Accordingly, a total sample of 48 respondents (16 experts and 32 consumers) was reached through semi-structured face-to-face interviews. The findings of this study indicate that replenishing solutions based on SSTs will not replace traditional shopping mediums in a typical Middle-Eastern market due to the availability of quick and easy product delivery options. However, the study highlights that the likelihood to utilise such solutions depends on consumer brand loyalty as well as overall consumers' lifestyle.

Keywords

Amazon, Alexa, communities of consumption, shopper web-based community, Dash button