Alicja Fandrejewska, Monika Eisenbardt, Tomasz Eisenbardt
The chapter provides a comprehensive overview of the functioning of contemporary consumers and services within the digital landscape, emphasizing the transition from traditional marketing and classical market models to customer-oriented approaches in online environments. It examines the impact of rapid technological development, data-driven processes, and the emergence of the information society on the evolution of digital services. Particular attention is given to key technological trends, including e-commerce, e-banking, e-health, e-learning, cloud computing, the Internet of Things, blockchain, and artificial intelligence, as well as to the opportunities and risks associated with these transformations, such as disinformation and increasing uncertainty. The chapter argues that contemporary consumers operate in a complex, dynamic, and highly digitized environment, in which services are increasingly intangible, personalized, and data-driven. It concludes by linking these considerations to the research approach and presenting selected empirical findings related to the issues discussed.
Cheuk Hang Au, Po-Hsu Shieh, Vladimir Nurbaev, Kris M. Y. Law · 5 authors
Digital platforms face a fundamental paradox: while expanding service variety is a dominant competitive strategy, it risks inducing a “paradox of choice” that confuses and deters users. This tension manifests with extreme clarity in the nascent, high-complexity market of cryptocurrency exchanges, creating a pressing empirical puzzle. To resolve this, we adopt the Stimulus-Organism-Response (SOR) perspective in a three-stage mixed-method study to investigate how platforms can strategically manage this trade-off. Our qualitative exploration (Study 1) established a capital flow schema called “inflow, roll, and go” and identified key complexity-reduction mechanisms. A subsequent survey (n = 190, Study 2) validated that perceived innovativeness and scalability are critical stimuli for service variety, which in turn drives user continuance intention. A final survey (n = 140, Study 3) confirmed that users prioritise services that bridge to the traditional financial system, forming a minimal viable structure with a variety of functions. Our meta-inferences make several key contributions, including the resolution of the service variety paradox by introducing a theoretical distinction between value-adding “real-variety” and confusing “pseudo-variety” and the development of a strategic roadmap that guides exchanges in navigating the tension between service expansion and user confusion, offering actionable insights for platform strategy in any high-velocity digital market.
Purpose As retail undergoes digital transformation, the integration of emerging technologies offers new opportunities for delivering services sustainably. This study aims to identify and map the key technological enablers shaping sustainability in retail services. Design/methodology/approach A structured literature review, informed by service-dominant logic and activity theory, was used to identify relevant technological enablers. The interpretive structural modeling technique was used to develop a hierarchical structure of these enablers. Subsequently, the Decision-Making Trial and Evaluation Laboratory method was applied to analyze the causal relationships and interdependencies among them. Findings High-driving enablers include Mobile Payment Systems, Big Data Analytics and Social Media Engagement Platforms. These cascade toward dependent technologies such as Blockchain and Automated Inventory Management. Real-Time Sustainability Dashboards, together with these drivers, exert strong interrelated influence. They create the conditions for effective deployment of downstream technologies and facilitate value co-creation across the retail service ecosystem. Research limitations/implications The study provides a strategic roadmap for retail managers to prioritize technological investments that deliver sustainable outcomes and enhance customer experiences. This approach supports the creation of a more responsible and future-ready retail service system. Originality/value This study presents a theory-informed framework to guide retail managers and service designers in integrating technology for sustainable outcomes. It bridges the sustainability-technology gap in retail service literature.