شناسایی و اولویت‌بندی فناوری‌های خرده‌فروشی هوشمند مبتنی بر ویژگی‌های فناوری و قابلیت‌های سازمانی (مورد مطالعه فروشگاه‌های زنجیره‌ای رفاه)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازاریابی، دانشگاه شیراز، شیراز.

2 عضو هیئت‌علمی، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز.

چکیده

با­توجه ­به توسعه خرده‌فروشی‌های هوشمند در فضای کسب ­وکار، دستیابی خرده‌فروشی‌ها به فناوری‌های هوشمند اجتناب‌ناپذیر به ­نظر می‌رسد و در‌این‌راستا، انتخاب این فناوری‌ها در صنعت خرده‌فروشی تحت‌تأثیر ویژگی‌های فناوری و قابلیت‌های سازمانی است. این پژوهش به‌عنوان یک مطالعه آمیخته اکتشافی با هدف شناسایی فناوری‌های خرده‌فروشی هوشمند و همچنین الزامات و عوامل مؤثر بر انتخاب این فناوری‌ها در فروشگاه‌های زنجیره­ای رفاه شهر شیراز انجام شده‌است. در بخش اول این مطالعه، ازطریق مرور نظام‌مند پیشینه فناوری­های خرده­فروشی هوشمند و عوامل انتخاب آن‌ها مشخص شده و در ادامه با­تکیه‌بر نظر خبرگان، معیارهای انتخاب فناوری با تکنیک بهترین-بدترین وزن‌دهی شده است. درنهایت اولویت‌بندی فناوری‌های شناسایی‌شده مبتنی بر معیارهای مذکور و با به‌کارگیری تکنیک تاپسیس انجام گرفته و درنتیجه 26 معیار در هفت حوزه و 23 فناوری هوشمند شناسایی شده­ اند. براین‌اساس، توان تأمین اطلاعات برای مشتری، تأثیر در راحتی انتخاب مشتری، هزینه فناوری و برخورداری فروشگاه از زیرساخت‌های فناوری اطلاعات از مهم‌ترین عوامل انتخاب فناوری هوشمند بوده‌اند. همچنین فناوری‌‌های صفحه‌نمایش هوشمند، پایانه‌های تعاملی، برنامه‌های تلفن همراه، علائم دیجیتال و برچسب‌های الکترونیکی قفسه به‌عنوان بهترین گزینه‌ها برای هوشمندسازی فروشگاه‌های زنجیره‌ای رفاه شناسایی شدند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identification and prioritizing smart retailing technologies based on technology characteristics and organizational capabilities (A case of Refah chain-stores)

نویسندگان [English]

  • Fatemeh Pourbahman 1
  • Kazem Askarifar 2
  • Mohammad Hossein Ronaghi 2
1 M.A. Student of Marketing Management, Shiraz University, Shiraz, Iran.
2 Faculty Member, Department of Economics, Management, and Social Sciences, Shiraz University, Shiraz, Iran.
چکیده [English]

Given the development of smart retail in the business environment, the acquisition of smart technologies by retailers seems inevitable, and in this regard, the choice of these technologies in the retail industry is influenced by the characteristics of technology and organizational capabilities. This research has been conducted with a mixed exploratory approach to identify intelligent retail technologies as well as the requirements and factors affecting the selection of these technologies in Refah chain stores in Shiraz. In the first part of this study, by a systematic review of the background, intelligent retail technologies and their selection factors were identified, and then, based on the opinion of experts, the technology selection criteria were weighted with the best-worst technique. Finally, the identified technologies are prioritized based on the mentioned criteria and using the TOPSIS technique, and as a result, 26 criteria (in 7 areas) and 23 intelligent technologies were identified. Therefore, the ability to provide information to the customer, the impact on the convenience of customer selection, technology costs, and the IT infrastructure of the stores have been presented as the most important factors in choosing smart technologies. Also, smart display technologies, interactive information terminals, mobile applications, digital signage, and electronic shelf labels were identified as the best options for smartening Refah Chain Stores.

کلیدواژه‌ها [English]

  • Smart Technology
  • Technology Selection
  • Retailing
  • Chain Stores
  • Best-Worst Method (BWM)

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مدیریت توسعه فناوری
دوره 9، شماره 1
خرداد 1400
صفحه 135-164

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  • تاریخ دریافت: 27 آذر 1399
  • تاریخ بازنگری: 05 خرداد 1400
  • تاریخ پذیرش: 12 خرداد 1400

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