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dc.contributor.authorLlorens, Miguel
dc.contributor.authorHerrera Viedma, Enrique 
dc.contributor.authorMorente Molinera, Juan Antonio 
dc.date.accessioned2022-04-19T12:01:01Z
dc.date.available2022-04-19T12:01:01Z
dc.date.issued2022-03-10
dc.identifier.citationLlorens, M... [et al.] (2022). Multiple criteria approach applied to digital transformation in Fashion stores: the case of physical retailers in Spain. Technological and Economic Development of Economy, 28(2), 500–530. [https://doi.org/10.3846/tede.2022.16553]es_ES
dc.identifier.urihttp://hdl.handle.net/10481/74376
dc.descriptionThis research is funded by the Spanish State Research Agency, as part of the project PID2019103880RB-I00/AEI/10.13039/501100011033, and by the Andalusian Government, as part of the project P20_00673.es_ES
dc.description.abstractIn a very open competitive context where pure online players are consistently gaining market share, the use of digital devices is a steady trend which is penetrating physical retail stores as a tool for retailers to improve customer experience and increase engagement. This need has increased with the COVID-19 pandemic as electronic devices in physical stores reduce the contact between people providing a greater sense of health safety, hence improving the customer experience. This work develops a multiple-criteria decision-making model for retailers who want to digitize their physical stores, providing a systematic approach to manage investment priorities in the organization. Important decisions should involve all different areas of the organization: Finance, Clients, Internal Processes and Learning & Growth departments. This strategic decision can be made hierarchically to obtain consistent decisions, also the use of the Order Weighted Average operator allows for alternative scenarios to be presented and agreed among the different areas of the business. The authors develop a use case for a Spanish fashion retailer. In the most widely agreed scenario the preferred devices were more technologically complex and expensive, while in the scenarios where the head of Finance is more predominant, cheaper and simpler devices were selected.es_ES
dc.description.sponsorshipSpanish Government PID2019103880RB-I00/AEI/10.13039/501100011033es_ES
dc.description.sponsorshipAndalusian Government P20_00673es_ES
dc.language.isoenges_ES
dc.publisherVilnius Gediminas Technical Universityes_ES
dc.rightsAtribución 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/es/*
dc.subjectStore digitizationes_ES
dc.subjectMultiple-criteria decision making es_ES
dc.subjectCustomer experiencees_ES
dc.subjectIn-store technologyes_ES
dc.subjectInteractive marketinges_ES
dc.subjectRetailes_ES
dc.titleMultiple criteria approach applied to digital transformation in fashion stores: the case of physical retailers in Spaines_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES
dc.identifier.doi10.3846/tede.2022.16553
dc.type.hasVersioninfo:eu-repo/semantics/publishedVersiones_ES


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Atribución 3.0 España
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