Analysis of Self Service Technology and Retail Brand Equity

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Författare: Fei Fei Wei; Pattarin Pintusopon; Xiaoxi Zhang; [2009]

Nyckelord: Self service; SST; Brand equity; Co-creation; Grocery retail; Management of enterprises; Företagsledning; management; Business and Economics;

Sammanfattning: The purpose of this study is to provide an examination, within grocery retailing, of whether a positive linkage between SST usage and consumer-based retailer brand equity exists. The study portrays co-creation as a key mediator, which means we are going to investigate whether different levels of customer co-creation, by means of SST usage, can help in building a strong retailer brand.

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