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Abstract(s)
O presente trabalho pretendeu, através de uma abordagem quantitativa, estudar a inovação no retalho de grande distribuição, nomeadamente a tecnologia self-service introduzida recentemente nas lojas Jumbo (Auchan Retail Portugal), contexto organizacional onde decorreu o estágio curricular: o Scan Expresso. Visou-se perceber o grau de conhecimento e utilização do Scan Expresso, analisando-se diferentes variáveis – demográficas, os hábitos de compra, a qualidade percebida do serviço Scan Expresso, a satisfação e lealdade do cliente com o Jumbo, e as intenções comportamentais de utilizar o Scan Expresso – e associações entre elas. Foi construído e administrado um questionário a duas amostras de clientes Jumbo: externos (n=78) e internos (n=126).
Verificou-se que existem diferenças significativas entre clientes externos e internos quanto ao grau de conhecimento e utilização do Scan Expresso. Em ambas as amostras, constatou-se uma associação positiva e significativa entre as habilitações literárias e a utilização do Scan Expresso. Todavia, o reduzido tamanho amostral de clientes externos utilizadores comprometeu os respetivos resultados e análise, o que constituiu a principal limitação do estudo. Especificamente no que respeita aos clientes internos, constatou-se que a maioria dos itens relativos à qualidade do serviço proporcionado pelo Scan Expresso estão associados de forma positiva e significativa com a satisfação e com a lealdade do cliente à loja Jumbo. No final apresentar-se-ão algumas implicações práticas do estudo, aspetos a melhorar, limitações, e sugestões para investigações futuras.
This work aimed, through a quantitative approach, to study the innovation in retail distribution, namely the self-service technology recently introduced in Jumbo stores (Auchan Retail Portugal), organizational context where the curricular internship was held: Scan Expresso. The purpose was to understand the degree of knowledge and use of Scan Expresso, analyzing different variables – demographic, purchasing habits, perceived quality of Scan Expresso service, customer satisfaction and loyalty with Jumbo, and the behavioral intentions of using Scan Expresso – and associations among them. A survey was applied to two samples: external clients (n = 78) and internal clients (n = 126). It was verified that there are significant differences between external and internal customers regarding the degree of knowledge and use of Scan Expresso. In both samples, there was a positive and significant association between literacy and the use of Scan Expresso. However, the small sample size of external customer users compromised their results and analysis, which was the main limitation. Specifically with respect to internal customers, it was found that most of the items related to the quality of service provided by Scan Expresso are positively and significantly associated with customer satisfaction and loyalty to the Jumbo store. Finally, some practical implications of the study will be presented, as well as aspects to be improved, limitations, and suggestions for future research.
This work aimed, through a quantitative approach, to study the innovation in retail distribution, namely the self-service technology recently introduced in Jumbo stores (Auchan Retail Portugal), organizational context where the curricular internship was held: Scan Expresso. The purpose was to understand the degree of knowledge and use of Scan Expresso, analyzing different variables – demographic, purchasing habits, perceived quality of Scan Expresso service, customer satisfaction and loyalty with Jumbo, and the behavioral intentions of using Scan Expresso – and associations among them. A survey was applied to two samples: external clients (n = 78) and internal clients (n = 126). It was verified that there are significant differences between external and internal customers regarding the degree of knowledge and use of Scan Expresso. In both samples, there was a positive and significant association between literacy and the use of Scan Expresso. However, the small sample size of external customer users compromised their results and analysis, which was the main limitation. Specifically with respect to internal customers, it was found that most of the items related to the quality of service provided by Scan Expresso are positively and significantly associated with customer satisfaction and loyalty to the Jumbo store. Finally, some practical implications of the study will be presented, as well as aspects to be improved, limitations, and suggestions for future research.
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Keywords
Inovação Retalho Tecnologias self-service Scan Expresso Qualidade do serviço Satisfação do cliente Lealdade do cliente Innovation Retail Self-service technologies Quality of service Customer satisfaction Customer loyalty