Titel: Strävan efter den virtuella känselnFörfattare: Louise Borg, My Täpp Handledare: MaxMikael Wilde Björling Examinator: Christine Tidåsen Kurs: Kandidatuppsats, 15hp. Företegsekonomi III - Marknadsföring. Programmet Inredning och Butikskommunikation, Linnéuniversitetet, VT18. Syfte och forskningsfrågor: Studiens syfte är att undersöka hur svenska e-handelsföretag inom modebranschen kan utforma sitt virtuella servicelandskap för att kompensera för avsaknaden av känselstimuli och fysisk interaktion. Vidare ska studien även ta reda på hur e-handelsföretagen tar hänsyn till köpbeteendet showrooming i utformningen av det virtuella servicelandskapet. Med syftet som grund togs följande forskningsfrågor fram: 1. Hur kan e-handelsföretag inom den svenska modebranschen utforma sitt virtuella servicelandskap för att kompensera för utebliven känsel-stimuli och fysisk interaktion? 2. Hur tar e-handelsföretag inom den svenska modebranschen hänsyn till showrooming i utformningen av det virtuella servicelandskapet? Metod: Denna studie är baserad på en kvalitativ fallstudie på den svenska modebranschen. Ansatsen är induktiv med deduktiva inslag. Den insamlade empirin består av fyra semistrukturerade intervjuer med tre företag och en expert inom området, samt en fokusgrupp bestående av sex deltagare. Slutsatser: Studien visar på att visuella element i det virtuella servicelandskapet delvis kompenserar för uteblivandet av känselsinnet. Vidare påvisar studien att konsumenterna inte har något uttalat behov av att fysiskt interagera med personal i det virtuella servicelandskapet. Kundtjänst via mejl, live chatt samt telefon används endast när större problem uppstått. Studien fastslår även att showrooming inte är speciellt utforskat bland konsumenterna. Företagen å andra sidan är medvetna om fenomenet, men hur de arbetar med eller bör arbeta med fenomenet i det virtuella servicelandskapet är diffust.

In the digital age, with the accelerating pace of e-commerce, online platforms such as Amazon, Yelp, TripAdvisor, Facebook, Netflix, Uber and others have gained in prominence. Furthermore, in the wake of the COVID-19 pandemic, even businesses which were heretofore primarily brick-and-mortar have had to shift to a strong online presence in order to adapt and survive; which, while beneficial to all stakeholders, has resulted in dire challenges for the producers/service providers, platform owners, as well as consumers. In my first essay, I investigate the challenges faced by mobility as a service (MaaS) platforms such as Uber and Lyft for managing their demand and the pool of available drivers. On one hand, driver compensation issues in MaaS platforms is a highly discussed topic. On the other hand, the MaaS platforms are expanding to encompass several external businesses in search of profitability. In this chapter, I focus primarily on driver compensation issues in MaaS platforms when the platforms engage in external businesses. I find that in the majority of instances, the driver compensation reduces when the platforms get involved in external businesses; however, there are a few cases, where it leads to an increment in driver compensation, thus benefiting them. The second essay is on the impact of online reviews from digital platforms such as Yelp and TripAdvisor on business performance. Using a data set from Yelp, first, I study the interaction of average rating and number of reviews on business performance; second, how competition affects the interaction effect of the average rating and number of reviews on the focal business' performance. I find that the impact of the interaction of average rating and number of reviews on business performance is different at various levels of average ratings, and the inclusion of competition negatively influences the interaction effect of the average rating and number of reviews on the performance of the focal restaurant. In my third essay, I analyze how the interaction of supplier encroachment and consumer showrooming impacts an omnichannel retailer and her upstream manufacturer, who encroaches the downstream retailer's market with an online direct sales channel. I identify different scenarios in a covered market where either the retailer, or the manufacturer, or both will be better off. Taken together, these three essays provide valuable managerial insights for real world business problems, which will empower researchers in academia and industry managers, and help them improve their businesses and maximize their operational performance. / Business Administration/Marketing

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.

Consumer free riding occurs when consumers gather information about a product through a full-service retailer and then ultimately purchase that product from a limited-service retailer. This phenomenon is becoming more common as consumers have an increasing number of retail channels in which they can evaluate and purchase products. The prevalence of this behavior is causing problems for retailers, particularly small, specialty retailers, as they struggle to deter free riders. The goal of this research is to explore free riding in the context of small, specialty retailers in an attempt to isolate key factors which influence free riding behavior and which may give specialty retailers and managers insights and tools with which to combat this behavior. This is accomplished through three studies, two qualitative and one quantitative. In the two qualitative studies, detailed information regarding free riding motivations and experiences is gained through interviews and open-ended questionnaires. The information gathered in studies one and two is then used in conjunction with the Theory of Reasoned Action to create a model of free riding. The model was tested across four samples and includes firm-controllable factors which may influence free riding. This research yielded many insights into consumer free riding behavior. One of the most illuminating aspects of free riding uncovered through this research is the emotional factor associated with free riding for some consumers. This emotional element, a sense of obligation to purchase from the retailer, was discovered and explored. Factors such as desire to support local merchants, personal connection to the retailer and extra-role service were revealed as firm controllable elements that retailers might be able to use to influence purchase obligation and therefore deter free riders. Other factors, such as subjective norms, were also found to impact free riding attitudes, while the impact of price sensitivity on free riding met with mixed results in this study. The results of this research offer managers possible tools for deterring free riders and offer researchers future areas for research.