The influence of hybrid offerings in customer satisfaction: The “Just Walk Out” stores in Portuguese retail sector

• Autor(a) principal: Pereira, Maria Beatriz
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27150
• topic: Transformação digital - Digital transformation; Digital disruption; Hybrid offerings; Satisfação do cliente -- Customer satisfaction; Desempenho organizacional -- Organizational performance; Disrupção digital; Ofertas híbridas

Due to the fast growing of Digital Transformation, technology innovation is always a concern that companies should have in mind to keep their customers satisfied with their services and defend themselves from market disruptors. The Fast-Moving Consumer Goods (FMCG) sector is not an exception. One of the diverse strategies that companies can follow to fight against market challenges are the Hybrid Offerings. With it, companies can combine their old features with new ones, allowing them to innovate without losing their old customers at the same time they are trying to reach new ones. Since there are limited studies about the impact of Hybrids Offerings on customers experience and company's performance, this thesis aims the understanding of the impact of Hybrid Technologies in the FMCG retail sector, using the technology "Just Walk Out" recently implemented in the stores Pingo Doce & Go - Nova SBE and Continente Labs. The desired outcome of this thesis is to achieve a final theory in a framework format, that explains the relationship between the Hybrids Offerings, Customer Experience and Company's Performance. To achieve the desired outcome, the Grounded Theory method is followed, with the contribution of interviews from the studied companies (analyzed by NVivo program) and surveys to their customers (analyzed by SPSS software). At the end, the final framework is reached, and it is possible to notice that the referred system, represents a positive impact in the customers satisfaction and consequently in company's performance.