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Digital Technology in Retail: Impact on Shopper Satisfaction

Digital Technology in Retail: Impact on Shopper Satisfaction

Tan Jing Pei, Omkar Dastane
Copyright: © 2021 |Pages: 27
ISBN13: 9781799864776|ISBN10: 1799864774|EISBN13: 9781799864783
DOI: 10.4018/978-1-7998-6477-6.ch011
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MLA

Pei, Tan Jing, and Omkar Dastane. "Digital Technology in Retail: Impact on Shopper Satisfaction." Handbook of Research on Disruptive Innovation and Digital Transformation in Asia, edited by Patricia Ordóñez de Pablos, et al., IGI Global, 2021, pp. 187-213. https://doi.org/10.4018/978-1-7998-6477-6.ch011

APA

Pei, T. J. & Dastane, O. (2021). Digital Technology in Retail: Impact on Shopper Satisfaction. In P. Ordóñez de Pablos, X. Zhang, & M. Almunawar (Eds.), Handbook of Research on Disruptive Innovation and Digital Transformation in Asia (pp. 187-213). IGI Global. https://doi.org/10.4018/978-1-7998-6477-6.ch011

Chicago

Pei, Tan Jing, and Omkar Dastane. "Digital Technology in Retail: Impact on Shopper Satisfaction." In Handbook of Research on Disruptive Innovation and Digital Transformation in Asia, edited by Patricia Ordóñez de Pablos, Xi Zhang, and Mohammad Nabil Almunawar, 187-213. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-6477-6.ch011

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Abstract

Industrial Revolution 4.0 has initiated digital transformation in Asia and resulted in Retail 4.0 forcing shopping malls to upgrade themselves digitally to remain competitive. The purpose of this research is to investigate the impact of upgrading shopping malls with digital retail technology (digital up-gradation) on shoppers' satisfaction mediated by operational performance. This study adopted explanatory, quantitative research by collecting empirical data from 212 shoppers at a famous shopping mall in the city of Kuala Lumpur using convenience sampling. The normality and reliability assessment was carried out followed by confirmatory factory analysis, validity assessment, and structural equation modelling. Findings reveal that digital up-gradation has a direct impact on shopper satisfaction, and operational performance has full mediation effect between them. The chapter then discusses implications, limitations, and future research avenues in this context.

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