Kвалитет услуга у омниканалној малопродаји супермаркета
Sažetak
Предузећа све више усвајају омниканалне стратегије малопродаје како би обезбедила беспрекорне услуге и унапредила искуства купаца кроз различите канале. Ипак, многе компаније приступају овом моделу без потпуног разумевања очекивања купаца на глобално интегрисаном тржишту. Упркос појави нових очекивања купаца у односу на традиционалне услуге, истраживања о квалитету услуга у оквиру омниканалне малопродаје и даље су оскудна. Ова студија настоји да попуни тај јаз испитујући како се димензије квалитета услуга манифестују у омниканалним супермаркетима. Коришћењем приступа текстуалног рударења анализирано је 7.216 онлајн рецензија купаца омниканалних супермаркета. Налази показују да, иако традиционалне димензије, као што су лична интеракција, ефикасност и испуњење, и даље имају вредност за купце, у омниканалној малопродаји се појављују нове, критичне димензије као што су интеграција и компензација. Поред тога, резултати указују на то да су очекивања купаца еволуирала, стављајући приоритет на факторе који превазилазе цену у оквиру омниканалних услуга. Поузданост контакта и доступност система су од суштинског значаја, док су недостатак производа идентификовани као најнезадовољавајући аспект.
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