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Published in:
2022 | OriginalPaper | Chapter
17. Conceptual Background: Customers’ Access to Value Propositions
Author : Patrick Meyer
Published in: Managing Robotics in Retail
Publisher: Springer Fachmedien Wiesbaden
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Abstract
Early as in 1994, Julien and Raymond (1994) stated that retail organizations need to master technologies in retail service systems to stay competitive in market. More recently, Grewal et al. (2017) noted that “retailers that can connect with their customers by offering value stand apart” (ibid, p. 1). To enable their customers to take up the retail organization’s value propositions and to transform it into value-in-use, the experience of a meaningful interaction is an important prerequisite for retail organizations.