Developing customer convenience and experience through increased competency and efficiency: A strategic approach to...

Area of Science:

• Business Management
• Supply Chain Management
• Retail Operations

Background:

• Retailers are vital in supply chains, driving revenue through in-store customer engagement.
• Effective retail operations management is crucial for customer convenience and experience, particularly during crises.
• The impact of retail operations on customer convenience and experience requires further research and practical emphasis.

Purpose of the Study:

• To evaluate the extent to which retail operations can improve customer convenience and experience.
• To understand how retailers can thrive during periods of uncertainty through operational excellence.
• To examine the mediating role of retailer efficiency between competence and customer convenience/experience.

Main Methods:

• Grounded in the resource-based view theory.
• Data collected from 416 practitioners in the Indian retail industry.
• Statistical analysis to test the mediating role of efficiency.

Main Results:

• Retailer competence enhances operational efficiency but does not directly guarantee improved customer convenience or experience.
• Retailers focus on streamlining operations to manage capacity constraints and costs effectively.
• Empirical evidence confirms the significant impact of retail operations on customer convenience and experience.

Conclusions:

• Operational efficiency, driven by competence, is essential for delivering superior customer convenience and experience.
• Retailers must prioritize optimizing operations to navigate uncertainty and meet customer needs.
• The study underscores the critical role of effective retail operations in customer satisfaction and business success.