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Den obemannade klädbutiken: En kvantitativ studie om upplevelsen av servicekvalitet för generation Z gällande personlig interaktion & självserviceteknologi
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The unmanned clothing store : a quantitative study about perceived service quality regarding personal interaction & self-service technologies (English)
Abstract [sv]

Med anledning av det förändrade konsumentbeteendet saknar författarna aktuell forskning som behandlar den nya generationens upplevelse av servicekvalitet gällande personlig interaktion samt självserviceteknologi. Hur värderar framtidens kunder den tillgänglighet som de digitala verktygen erbjuder och hur påverkas kundens syn på värdet av personlig interaktion?

Studien syftar till att analysera och förklara hur generation Z upplever servicekvalitet gällande personlig interaktion samt självserviceteknologi i klädbutiker. 

Studien baseras på en kvantitativ metod med en deduktiv ansats. Ett teoretiskt ramverk utvecklades och efter detta formades hypoteser som författarna med hjälp av en enkätundersökning lyckats besvara. Studien visade att det inte finns en korrelation mellan personlig interaktion och upplevd servicekvalitet för generation Z. Studien visade dock att det finns en korrelation mellan kundens informationsinhämtning från personal och upplevd servicekvalitet. Detta motsägelsefulla resultat anser författarna kan vara en följd av bristande självserviceteknologi i dagens klädbutiker. Denna studie visar även att framtidens kund är självständig och gärna agerar som medaktör.

Abstract [en]

Due to the changing consumer behavior, the authors lack current research that addresses the new generation's experience regarding personal interaction and selfservice technologies. How do future customers value the availability of digital tools and how does the customer's perception of the value of personal interaction affect the service quality?

The purpose of this study is to analyze and explain how generation Z experiences quality of service regarding personal interaction and self-service technologies in clothing stores.

The study is based on a quantitative method with a deductive approach. The hypotheses were developed and formed after the theoretical framework made by the authors and were answered by means of a questionnaire survey. The study showed that there is no correlation between personal interaction and perceived quality of service for generation Z. However, the study showed that there is a correlation between customer information retrieval from frontline personnel and experienced service quality. The authors explain this ambiguous result as a sign of lacking self-service technologies as the future customer is independent and willing to act as a co-operator in the service process which this study also shows.

Place, publisher, year, edition, pages
2017. , 55 p.
Keyword [en]
Generation Z, Personal Interaction, Self-Service Technologies, Service Quality, RSQS, Attribute-based model
Keyword [sv]
Generation Z, Personlig interaktion, Självserviceteknologi, Servicekvalitet, RSQS, Attributebased model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-64893OAI: oai:DiVA.org:lnu-64893DiVA: diva2:1106280
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-15 Created: 2017-06-07 Last updated: 2017-06-15Bibliographically approved

Open Access in DiVA

Den obemannade klädbutiken(1397 kB)22 downloads
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Hultkvist, EwonneNorberg, Andrea
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