Costumer Satisfaction 1

International Journal of Information Management Data Insights 4 (2024) 100277
Contents lists available at ScienceDirect
International Journal of Information

Management Data Insights
journal homepage: www.elsevier.com/locate/jjimei
Green Service Consumption: Unlocking Customer Expectations on

Technological Transformations Enhancing Purchase Experience in
Retail Store
Arjun J Nair a , Sridhar Manohar b,*
a
St. Lawrence College, 100 Portsmouth Avenue, Kingston, Ontario, K7L 5A6
b
Chitkara Business School, Chitkara University, Punjab, India
A R T I C L E I N F O A B S T R A C T
Keywords: The research delves into the intricacies of green service consumption within the retail sector, concentrating
Customer Expectations specifically on delineating customer expectations and elucidating the transformative technological interface. The
Green Service Consumption study elucidates the intricate dynamics of customer expectations and technological transformations to enhance
Purchase Experience
the purchase experience in retail stores, focusing on the evolving paradigm in the retail landscape from a
Retail
Fuzzy DEMANTEL
product-centric to a service-oriented economy and unveiling the pivotal role of societal influences, technology
and customer expectations. The central theme revolves around understanding green service consumption within
the retail sector, emphasizing the interplay between societal values, technological innovations and the dynamism
of customer expectations. The research design employed is qualitative, leveraging a multidisciplinary approach
and gleaning insights from sociotechnical perspectives, environmental sustainability, AI and consumer behavior.
The sampling design involved experts in the field who participated in interviews and were purposefully selected
based on their expertise in green service consumption and retail practices. The analysis utilized the fuzzy
DEMANTEL method, involving a rudimentary exploration of dimensions. The research leverages extensive and
in-depth deliberations involving theoretical explorations, connections among influencing factors and methodo
logical insights from fuzzy logic and DEMATEL to dissect the complexities of green service consumption. The
study elucidates the pivotal transition in the retail landscape, unveiling the changing nature of customer ex
pectations, the surging significance of green service consumption and the influence of societal values and
technological advancements. The discourse signifies the paramount role of societal values, particularly the
increasing awareness of sustainability, ethical sourcing and eco-friendly strategies, in shaping retail strategies.
The research presents a multifaceted view of green service consumption, thereby contributing to an enriched
theoretical landscape of green service-focused retail experiences.
1. Introduction comprehensive transformations. This imperative for change is not a

mere matter of choice but an essential response to the shifting paradigms
In the contemporary global context, two groundbreaking trends are of the modern marketplace (Brinca et al., 2021). As environmental
currently exerting their influence on the retail sector: an escalating concerns take center stage in consumer awareness and technological
commitment to sustainable methodologies and an unceasing accelera innovations continue to redefine human interaction with the world,
tion of technological progress (Clark & York, 2005). A significant retailers stand at a decisive juncture, marked by unprecedented oppor
transformation has swept through the realm of customer expectations, tunity and profound challenge. Comprehending and effectively har
primarily driven by the ongoing revolution in technological advance nessing the connection between eco-friendly service consumption and
ments (Ramakrishna et al., 2020; Wongmonta, 2021; Pal et al., 2023). technological transformation consisting of a combination of AI, IoT,
Concurrently, a substantial increase in labor costs has imposed a automation, VR and AR emerges as the essential prerequisite for
pressing demand on the retail industry (Larue, 2020; Anner, 2020). This achieving success in the retail industry (Sarkar, 2013; Chin et al., 2022;
dynamic landscape compels retailers to undergo profound and Ghosh & Jhamb, 2022).
* Corresponding author.
E-mail addresses: nairjarjun@outlook.com (A.J. Nair), sridhar.manohar@chitkara.edu.in (S. Manohar).
https://doi.org/10.1016/j.jjimei.2024.100277
Available online 4 September 2024

2667-0968/© 2024 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-
nc-nd/4.0/).
A.J. Nair and S. Manohar International Journal of Information Management Data Insights 4 (2024) 100277
Modern consumers display an increased inclination towards envi consumption. Customers, as highlighted by Evanschitzky et al. (2020),
ronmental mindfulness, relying more on technology to shape and stand as the focal point of retail operations. Similarly, customer
enhance retail experiences (Ghosh et al., 2022) and strongly demanding engagement and employee participation in green service consumption
products and services that align with ecological principles. Moreover, have proven to be significant factors (Piligrimienė et al., 2020; Nair
customers expect seamless technological interactions throughout their et al., 2023). Employees who actively participate in these initiatives are
shopping journeys (Shalender & Yadav, 2019; Tandon et al., 2021; Nair better able to understand customer needs, experience less uncertainty,
et al., 2024). The convergence of sustainability and the desire for and, in turn, contribute to the more effective design and development of
technological advancements has ushered in a new retail era, necessi innovative services.
tating a comprehensive exploration of the complexities governing con Shifting focus to the contextual domain, scholarly endeavors have
sumer expectations. Subsequently, the study undertakes a multifaceted concentrated on investigating the impact of both internal and external
inquiry to elucidate the intricate dynamics at play when customer ex resources and their respective capabilities on green service consumption
pectations of environmentally conscious, technologically astute con (Tuan, 2021; Jiang et al., 2023). Furthermore, the influential role of
sumers step into retail establishments. technology in shaping green service consumption has been substantiated
Fundamental questions regarding the interplay between eco-friendly by the work of Luan et al., 2023. Notably, Bansal et al. (2023) has
service consumption and technological transformations are explored, illuminated the role of an innovative organizational culture in expe
seeking profound implications for the dynamics of the retail experience diting the transformation process across diverse retail establishments.
and demystifying customer expectations. The study seeks to cultivate Subsequently, the intricate and multifaceted landscape of customer ex
actionable knowledge and implementable strategies to empower retail pectations, technological transformations within traditional retail stores
entities to navigate a future characterized by synergistic co-existence presents a multifaceted and dynamic field of inquiry, one that navigates
between sustainability practices and technological advancements. comprehensively and systematically. Therefore, notwithstanding the
This, in turn, aims to encourage the growth of the retail industry recent research strides made within the existing literature regarding
ecosystem. A significant shift from a product-centric to a service- dimensions of customer expectations, it remains undeniable that
oriented model necessitates a profound understanding of customer ex numerous gaps persist. These gaps encompass several dimensions,
pectations (Sharma et al., 2022). As retailers grapple with the challenge including: (1) The scholarly community has, indeed, put forth various
of meeting these evolving expectations, technology emerges as a trans dimensions from their respective vantage points, yet the scholarly body
formative force shaping the retail sector (Dwivedi et al., 2021). From of work remains fragmented, lacking an effective integration of di
in-store and online integration to sustainability practices and engage mensions of customer expectation and a framework connecting these to
ment through various technological dimensions, the study aims to service provider and service receiver, (2) The current body of literature
scrutinize the profound impact of technology on enhancing the overall falls short in its ability to explore the dimensions to enhance techno
customer experience. The exploration of these dimensions not only logical transformation. These dimensions collectively constitute a vast,
sheds light on the complex web of relationships among influencing interwoven system, where interdependencies abound. Existing research
factors but also underscores the imperative for retailers to adapt and have addressed these as discrete entities, overlooking the intricate
innovate in response to dynamic customer preferences and market dy causal tapestry that underlies their relationships. (3) A noticeable
namics (Kar et al., 2021; Nair et al., 2023). Consequently, the study absence lies in the failure to identify the essential dimensions of
elucidates the interconnectedness of customer expectation, technology customer expectation. While existing literature has diligently employed
transformation and customer experience, providing valuable insights for case studies, empirical analyses and various methodological tools, it has
retail management and contributing to the evolving discourse on green overlooked the isolation of the most significant dimensions through
service-focused retail experiences. multifactorial interactions. Therefore, the research questions for the
The study is aware of the urgency of addressing these paramount study are:
concerns, as it is not only imperative for retail establishments’ survival
RQ 1. “What are the key parameter’s that influence customer expectations
and prosperity but, more importantly, sustainability. To fully under
in the context of Technological Transformations Enhancing the Purchase
stand how people use green services, we want to find out what hidden
Experience in Retail Stores, with a specific focus on Green Service
opportunities exist when environmental awareness and technological
Consumption?”
progress come together. This approach would foster a retail environ
ment that prioritizes customer satisfaction and promotes environmental
RQ 2. “How do the dimensions of the parameters interact to shape con
sustainability (Shahade et al., 2023). The research delves further into
sumer preferences and satisfaction in the retail environment?”
the complexities of these transformative dynamics, providing guidance
for retailers seeking to thrive in an era where sustainability and tech The study commences with the construction of a framework, har
nology are the driving forces of consumer expectations and retail evo nessing insights garnered from an exhaustive review of the existing
lution. The United Nations articulation in Sustainable Development Goal literature. Subsequently, this framework is further refined through the
9 (SDG 9), which calls for the construction of resilient infrastructure, the judicious incorporation of insights obtained from interviews conducted
promotion of inclusive and sustainable industrialization, and the within the retail domain. Lastly, these empirically grounded insights are
fostering of innovation, further underscores the need (Ospina-Forero juxtaposed with the perspectives of domain experts, culminating in the
et al., 2022). For a sustainable and progressive economy, the concept of discernment of a concise set of dimensions. The concluding phase of the
green service consumption emerges as a central pivot. Green service research involves a dissection of the research findings, wherein the
consumption represents an intricate and multifaceted process that implications for management are expounded upon and the contributions
operates within traditional retail stores (Ostrom et al., 2021). A multi of this research to the existing body of knowledge are elucidated.
tude of interconnected factors influence its non-linear progression,
gradual evolution, and inherent complexity. 2. Review of Literature
Understanding and identifying these pivotal dimensions within this
transformation process has taken center stage. A review of literature on 2.1. Customer Experience and Enhancement through Technological
the dimensions has been meticulously examined from two primary progress
perspectives: agency and contextual context. When viewed from the
agency perspective, scholars have dedicated substantial attention to The concept of customer experience is receiving significant scholarly
discerning the influence of various actors, including customers, em attention as businesses recognize its crucial role in influencing customer
ployees, suppliers and other participating entities, on green service satisfaction, fostering loyalty, and achieving overall business success
2
(Eckhardt et al., 2019). The paradigmatic shift lies in the increasingly technological transformations on these expectations. The proliferation
influential role of technological advancements in molding and refining of e-commerce, mobile applications and in-store technologies has forged
the customer journey. Fortmann et al. (2019) and “Bryan” Jean et al., novel avenues for enhancing the customer experience. For instance, the
2014 emphasize the transformative influence of cohesive omnichannel integration of mobile applications and websites has empowered cus
experiences, facilitated by technological amalgamation. When cus tomers to peruse products, compare prices and access product infor
tomers anticipate a seamless transition across diverse channels, tech mation at their leisure (Huang et al., 2023). This convenience factor
nological facets like mobile applications and responsive websites play an assumes a pronounced role in shaping customers expectations, fostering
indispensable role in furnishing a unified customer experience. Artificial a desire for seamless, omnichannel experiences.
intelligence (AI) emerges as a pivotal agent in personalizing customer Notwithstanding these challenges, technological transformations
experiences. As elucidated by Joung & Kim, 2023, AI, particularly ma present a tapestry of opportunities for retailers to align with customer
chine learning algorithms, enables businesses to scrutinize large datasets expectations. The notion of “smart stores” seamlessly integrates tech
in order to discern individual customer preferences. This results in a nology to elevate the in-store experience. Technologies like augmented
more personalized approach to customer interactions, customizing rec reality (AR) and virtual reality (VR) empower customers to visualize
ommendations, content, and services to meet the individual needs and products before committing to a purchase, thereby bolstering their
expectations of each customer. Chatbots and virtual assistants have confidence and overall satisfaction (Cranmer et al., 2021). Moreover,
become integral components of strategic customer service imple the integration of Internet of Things (IoT) devices in retail enables
mentations. According to Xue et al., 2020, these technological compo real-time insights into customer behavior, leading to personalized offers
nents significantly contribute to increased customer satisfaction by and enhanced inventory management (Hossain et al., 2021; Nair et al.,
providing instantaneous responses to inquiries, thereby enhancing 2024). Subsequently, retailers are compelled to adapt to these changes
overall efficiency and responsiveness in customer engagements. The by delivering omnichannel experiences, ensuring the impregnability of
immediacy and ubiquity of these automated systems introduce an customer data and harnessing innovative technologies to meet and
additional layer of convenience into the customer experience, where surpass expectations.
data analytics stands as a keystone for comprehending and enhancing
Parameter 1. In-Store and Online Integration
customer experiences.
Rosário and Dias (2023), in their scholarly contribution, underscore One of the quintessential facets of contemporary retail lies in the
the importance of customer journey mapping, underpinned by data provision of an unswerving omni-channel experience to patrons,
analytics, in identifying avenues for enhancement. This strategic meth accentuating the profound importance of amalgamating physical in-
odology ensures that organizations are judiciously informed when store and digital online shopping realms (Xie et al., 2023). A consis
effecting changes to optimize the overarching customer experience. In tent omni-channel experience not only facilitates customers in tran
parallel with data analytics, the deployment of mechanisms for customer sitioning effortlessly between tangible and virtual touchpoints but also
feedback and sentiment analysis tools has become increasingly preva encompasses services such as “Click and Collect” and the fusion of mo
lent. According to Zhang et al., 2020 and Sudirjo et al. (2023), real-time bile applications with e-commerce platforms (Melkonyan et al., 2020).
feedback mechanisms and sentiment analysis confer upon businesses a The identified quandary revolves around the intricacy of furnishing a
nuanced comprehension of customer emotions and satisfaction levels. seamless experience across these diverse channels, which could poten
These insights empower organizations to make judicious decisions and tially lead to customer perplexity and discontentment (Sheu, 2011). The
expeditiously address customer needs and concerns. Nevertheless, the metrics and indicators such as net promoter score, customer effort score,
assimilation of technology in the pursuit of refined customer experiences customer satisfaction score, channel-specific conversion rates,
is not bereft of challenges. Ethical considerations and apprehensions omni-channel customer journey analysis, customer feedback and re
surrounding data privacy have ascended to the forefront. To cultivate views, time to resolution and customer retention rates provide a clear
and sustain trust, businesses must navigate a delicate balance between and concise overview of the key aspects to consider when measuring
the advantages of personalized experiences and the conscientious and customer satisfaction in the experience between online and offline
ethical use of customer data, as expounded by Cain (2023). Trunfio channels (Boonstra, 2021). Customer satisfaction is the most important
et al., 2022 research probes the potential impact of AR and VR in indicator of customer experience, demonstrating the ease with which
crafting immersive brand interactions, thereby enhancing customer customers can navigate the realms of online and offline shopping. To
engagement and satisfaction. Consequently, the confluence of customer ameliorate this situation, retailers need to deploy robust software sys
experience and technological progress encapsulates a dynamic and tems that consolidate inventories, prices and loyalty programs, thereby
evolving terrain. furnishing a unified customer experience (Cheshin et al., 2018).
Parameter 2. Sustainability and Green Practices
2.2. Customer Expectations on Technological Transformations
The contemporary consumer landscape is profoundly preoccupied
Customer expectations assume a pivotal role in the determination of with the tenets of sustainability and ecological responsibility
retail business success, as the expectations are intricately interwoven (Garcia-Vazquez et al., 2021). This parameter encompasses the
with the technological metamorphoses witnessed within the retail dissemination of comprehensive sustainable product information, the
sector. Notably, Parasuraman et al.’s (1991) SERVQUAL model delin use of eco-friendly packaging materials, and the provision of transparent
eated five dimensions that exert a profound influence on the expecta details regarding ethical sourcing practices. It underscores the growing
tions of service quality, furnishing a foundational framework to emphasis on products that adhere to environmentally responsible and
comprehend how customers evaluate their interactions with retailers. ethically sourced standards (Chong & Patwa, 2023). Transparently
Furthermore, the scholarly discourse has been enriched by the insights communicating these practices to customers is crucial for fostering trust
of Zhang et al. (2021) and Wolf and Steul-Fischer (2022), who and fostering customer loyalty. The current conundrum pertains to the
expounded upon the determinants of customer expectations, accentu provision of clear and comprehensive sustainable product information,
ating the pivotal roles played by price, assortment, convenience and eco-friendly packaging, and ethical sourcing details (Jarvenpaa & Essén,
service. Their discernment underscored that customer expectations are 2023). The primary customer experience indicator revolves around the
underpinned by a dual influence, encompassing utilitarian facets such as level of trust and loyalty that customers place in the retailer, which is
price and assortment alongside hedonic dimensions like service quality contingent on the perceptibility and accuracy of sustainable practices,
and the ambiance of the retail environment. This distinction assumes packaging choices, and ethical sourcing information. To rectify this
heightened significance when contemplating the impact of situation, retailers need to transparently articulate sustainability
3
endeavors, embrace the labeling of eco-friendly products and embark on indispensable pillars for the cultivation of trust and assurance within the
educating customers on the nuances of these practices (Lukas & Welling, retail sphere (McGrath et al., 2021). This parameter pivots around the
2014). accessibility and transparency of both product information and pricing
structures. Its raison d’être lies in guaranteeing that customers can
Parameter 3. Engagement and Interactivity
readily access detailed product information and fathom the intricacies of
Augmenting customer engagement through the prism of interactivity pricing, thereby arming them with the insights to make judicious pur
stands as a hallmark of contemporary retail paradigms. This parameter chase decisions. The identified complication revolves around the pro
encompasses a diverse array of interactive experiences, inclusive of vision of exhaustive product details and pricing transparency. The
immersive virtual reality (VR) encounters, interfaces governed by pivotal customer experience indicator crystallizes in the ease with which
gesture controls, intelligent mirrors, augmented reality (AR) product customers can avail themselves of comprehensive product information
demonstrations, interactive store navigation aids, AR-furnished fitting and perceive the transparency of pricing. To rectify this, retailers need to
rooms, real-time chat support, voice-activated assistance, interactive ascertain the veracity and accessibility of product information and
information kiosks and platforms fostering community engagement institute transparent pricing frameworks that extend across multiple
(Peddie, 2023). These technological innovations aspire to immerse channels (Khandpur et al., 2020). Therefore, these four parameters are
customers within the shopping experience, rendering it more interactive central in shaping customer expectations within the ambit of green
and personalised. The entrenched dilemma resides in catering to a service consumption and the integration of technology to enhance the
manifold of customer preferences and ensuring technological accessi retail store’s purchase experience.
bility. The linchpin for assessing customer experience hinges upon the
degree of engagement and contentment derived from these interactive 3. Proposed Conceptual Framework
experiences. To rectify this, retailers need to furnish an array of inter
active experiences that are in harmony with distinct customer in The proposed conceptual framework (Fig. 1) elucidates the intricate
clinations and enhance the accessibility and user-friendliness of the process wherein a service provider furnishes both tangible and intan
technology (Cuomo et al., 2020). gible services, concurrently enhancing service productivity through
various parameters. The overarching process begins with a compre
Parameter 4. Transparency and Information
hensive overview, delineating the stages involved in the service pro
Transparency and unimpeded access to information represent vider’s delivery of both tangible and intangible services. This
Fig. 1. Proposed Conceptual Framework of the process and dimensions Customer Expectations on Technological Transformations Enhancing Purchase Experience in
Retail Store.
4
encompasses various aspects, including pre-purchase engagement, the and surveys. Considering that customer expectations transcend the
actual purchase process and post-purchase interactions. Research has confines of a single organization, the responses provided by employees
shown that a holistic view of the customer journey is essential for less conversant with the intricacies of this multifaceted activity might
enhancing service productivity and customer satisfaction (Lemon & yield results of questionable reliability. As such, the aim of this study is
Verhoef, 2016). Mapping the entire customer journey, service providers to administer the survey to middle and senior managers well-versed in
can identify key touchpoints and areas for improvement, ensuring a the nuances of enhancing the purchase experience within the retail
seamless and satisfying customer experience. One significant parameter sector, along with academic expert’s research niche lies within the
focuses on in-store and online integration, emphasizing the seamless domain. The majority of experts identified were actively engaged in the
blending of in-store and online experiences. This approach is supported operations of retail stores. Among the experts from the academic realm,
by literature that highlights the importance of omnichannel strategies in the selection predominantly comprised scholars renowned for their
retail (Jocevski et al., 2019). Integrating physical and digital channels publications in authoritative journals. Additionally, these scholars
allows retailers to offer a consistent and convenient shopping experi boasted a track record of practical involvement in customer expectations
ence, which is increasingly demanded by consumers in the digital age. within the retail sector and offered consultative services. This curation
Addressing the escalating importance of sustainability, another param of experts ensured the high reliability of the sample data. In total, 51
eter concentrates on sustainability and green practices. This parameter questionnaires were distributed during the course of this study, yielding
encompasses dimensions such as providing sustainable product infor 40 responses. The final count of valid questionnaires that underwent
mation, implementing eco-friendly packaging practices and communi rigorous scrutiny and analysis amounted to 28.
cating ethical sourcing information. The raw data, initially procured through expert inquiries, underwent
Studies have demonstrated that consumers are increasingly con a transformative process involving triangular fuzzy conversion. This
cerned about environmental issues and prefer to support businesses that conversion paved the way for the calculation of the initial direct impact
demonstrate sustainable practices (Young et al., 2010; Choi & Ng, matrix. While the paper exclusively presents the original data from one
2011). Integrating sustainability into their operations, retailers can of the experts, it’s imperative to highlight the inherent conversion cor
attract environmentally conscious consumers and differentiate them relation between the fuzzy number, as outlined in Table 1 and the se
selves in the market. mantic evaluation of experts. Through adept programming in Microsoft
The engagement and interactivity parameter underscores the sig Excel, the semantic evaluations provided by the experts were methodi
nificance of interactive elements, encompassing dimensions like virtual cally translated into triangular fuzzy numbers. Subsequently, the Com
reality experiences, gesture-controlled displays and augmented reality plex Fuzzy Cluster System (CFCS) method, guided by formulae (2) to
product demonstrations. Literature suggests that interactive technolo (10), was meticulously employed to ascertain the direct influence matrix
gies can enhance customer engagement and create memorable shopping between the initial influencing factors. This process culminated in the
experiences (Bonfanti et al., 2023). Incorporating these technologies, tabulated presentation of the direct influence matrix, retaining three
retailers can provide immersive and personalized experiences that decimal places for precision. The present research encompasses a
resonate with modern consumers. Transparency and information comprehensive exploration involving a systematic literature review and
constitute another parameter, emphasizing clear communication. Di an in-depth interview analysis, which serves to elucidate the concept at
mensions within this parameter include ensuring product information hand and discern the dimensions implicated. Nevertheless, within the
accessibility and maintaining pricing transparency. For instance, sus myriad factors under consideration, the precise assessment of individual
tainable practices in the framework can be intertwined with both factors significance and their intricate causal relationships remains a
in-store and online integration as well as engagement strategies. challenging endeavor. A notable gap in this domain pertains to the
Acknowledging the dynamic nature of customer expectations, the absence of quantitative substantiation for comprehending the pivotal
framework considers the evolution of expectations in response to ad factors. Subsequently, the paper employs the Fuzzy Decision-Making
vancements in technological parameters and changing market dy Trial and Evaluation Laboratory (DEMATEL) method to undertake a
namics. This dynamic perspective underscores the importance of meticulously structured quantitative analysis (Bhalaji et al., 2019).
adaptability and responsiveness in retail strategies. Studies have high Subsequently, the initial process of the Fuzzy DEMATEL method is
lighted the need for businesses to be flexible and responsive to changes executed, with the primary objective of identifying the issues and di
in consumer behavior and technological trends (Kristiana et al., 2024). mensions under scrutiny.
Being adaptable, retailers can stay relevant and competitive in a rapidly The section also incorporates a discussion of the data collection
evolving market. Therefore, the proposed conceptual framework offers a process, specifically concerning the aggregation of indicators illustrating
structured guide for service providers in the retail sector, helping them the degree of influence, the degree of impact, the centrality degree and
navigate the complex landscape of customer expectations, technological the causative degree for each dimension. The DEMATEL method, which
advancements, and sustainability. Integrating insights from relevant stands for the Decision Test and Experimental Evaluation Method,
literature, the framework provides a comprehensive approach to constitutes a system factor analysis methodology primarily intended for
enhancing service productivity and customer satisfaction. It emphasizes addressing complex problems characterized by inconspicuous relation
the importance of a holistic view of the customer journey, omnichannel ships. This approach relies on principles drawn from graph theory and
integration, sustainability, engagement, transparency, and adaptability matrix tools, harnessing the expertise and collective knowledge of ex
key elements that are critical for success in the modern retail perts and expert groups. It aspires to establish a visual framework
environment. predicated on the causal relationships that exist between diverse di
mensions. The method, as previously evidenced by Du and Li (2021),
4. Methodology
The underlying framework is predicated on the dimensions, aligns Table 1

with the procedural steps outlined for the constructed Fuzzy DEMATEL TFN and Expert semantic evaluation.
method. Constructive feedback from experts participated pointed out a Linguistics assessment Corresponding score Triangular fuzzy numbers
lack of convenience when juxtaposing the codes and corresponding Negligible impact 0 (0,0,0.25)
names of individual dimensions. In response, the study augments the Minimal impact 1 (0,0.25,0.5)
survey completion procedure by introducing a questionnaire reminis Limited influence 2 (0.25,0.5,0.75)
cent of the Likert scale. The collection of these questionnaires was Substantial influence 3 (0.5,0.75,1)
Significant influence 4 (0.75,1,1)
facilitated through multiple channels, encompassing email, interviews
5
involves the calculation of the centrality and causative degrees of these ⎧

dimensions, culminating in the construction of a causal diagram. Di ⎪
⎪ 0, x < l
⎪
⎪
mensions are subsequently categorized as either causative or resultant,
⎪
⎪
⎪ x − l
⎪
⎨ , l≤x≤m
paving the way for the identification of key dimensions conducive to μN (x) = m − l (1)
problem resolution, in alignment with the insights of (Santamaria et al., ⎪ r− x
⎪
⎪
⎪ , m≤x≤r
2021) and (Salmen & Festing, 2022). The rationale behind opting for the ⎪r − m
⎪
⎪
⎪
⎩
Fuzzy DEMATEL method over a conventional DEMATEL approach lies in 0, x > r
its adeptness at navigating the pervasive uncertainties and subjective
elements inherent in real-world scenarios. Unlike its traditional coun
terparts, the Fuzzy DEMATEL framework possesses the unique capa Phase 5: Employ the Complex System Cluster Fuzzy (CSCF) technique
bility to accommodate the inherent vagueness inherent in intricate to de-fuzzify the fuzzy numbers, culminating in the calculation of the
relationships by permitting experts to articulate their assessments using weighted mean based on the left and right ratings of the membership
fuzzy terms, thereby mirroring the nuanced nature of their analyses. function to derive the comprehensive score. Each population score
This adaptability proves pivotal in encapsulating a wide array of view forms a novel initial direct impact matrix, delineated through the
points and interpretations, thereby fostering a more exhaustive ensuing detailed measures.
examination. (1) Normalizing TFN
Furthermore, the method’s reliance on triangular fuzzy numbers
lkij − minlkij
serves to heighten the precision of the initial direct influence matrix, xlkij = (2)
effectively capturing the subtleties embedded within expert evaluations. Δmax
min
Despite encountering obstacles presented by the triangular fuzzy num

ber format in direct matrix operations, the method adeptly employs mkij − minlkij
Xmkij = (3)
defuzzification methodologies to elucidate outcomes, thereby enriching Δmax
min
their applicability to decision-making endeavors. Hence, the Fuzzy
DEMATEL approach presents itself as a robust mechanism for scruti rijk − minlkij
xrijk = (4)
nizing complex issues, embracing uncertainty, accommodating subjec Δmax
min
tivity, refining influence matrices and amplifying interpretative clarity,
thereby solidifying its status as the preferred analytical tool for the Δmax
min = maxxrij − minlij
k k
(5)
present research pursuit. Consequently, decisions often assume non-
quantifiable values and are expressed using subjective terms such as
“better” and “satisfied.” To tackle the challenge of fuzzy expert evalu (2) Calculate the ls and rs normalized values:
ations, this paper adopts the triangular fuzzy number method to refine
xmkij
the initial direct influence matrix, thereby enhancing the accuracy of the xlskij = ( ) (6)
DEMATEL methodology. Notably, the triangular fuzzy number format is 1 + xmkij − xlkij
ill-suited for direct matrix operations and necessitates defuzzification,
transforming it into clear values. To this end, a new direct relationship xrijk
matrix need to be meticulously constructed. Among the array of xrskij = ( ) (7)
1 + xrijk − xmkij
defuzzification methods, this paper opts for the CFCS defuzzification
method, as pioneered by Opricovic and Tzeng (2003) as a means to
obtain clear and interpretable BNP values. The basic steps to determine
the fuzzy DEMATEL are as follows: (3) Calculating overall standard clear value:
( )
xlskij ∗ 1 − xlskij + xrskij ∗ xrskij
Phase 1: In accordance with the research query, identify the factors xij =
k
( ) (8)
exerting influence within the system, denoting them as D1, D2, D3 1 − xlkij + xrskij
and so forth.
Phase 2: Construct a semantic assessment framework, partitioning
the degree of influence amongst the various factors into five (4) Calculating the clear value of the defuzzification of the expert k:
discernible tiers: insignificance denoted as “0,” exceedingly feeble
influence represented as “1,” mild influence signified as “2,” robust zkij = minlkij + xkij ∗ Δmax
min (9)
influence designated as “3,” and exceptionally potent influence
labeled as “4.”
Phase 3: Procure the preliminary direct impact matrix. Solicit (5) Incorporate the unequivocal worth, signifying a comprehensive
expertise in appraising the direct relationships between the factors, assessment by all experts and procure the quantitative value signi
guided by their comprehension of the semantic evaluation chart. fying the extent of direct influence of index factor i on j:
Consequently, generate a direct impact matrix in a sequential
Z1ij + Z2ij + … + ZijP
fashion. zij = (10)
p
Phase 4: Transform the semantic expressions into corresponding
triangular fuzzy numbers using the semantic transformation refer
ence. The triangular fuzzy number is a triplet, where “l” embodies a
(6) The primary direct impact matrix is subject to manipulation for
conservative value, the one closest to the factual value and “r” sig [ ]
the acquisition of a standardized direct impact matrix X = Xij n∗n
nifies the most optimistic value. The membership function of the
and 0 ≤ xij ≤ 1. The calculation is as follows:
triangular fuzzy number adheres to the framework depicted in For
mula (1). X =s∗Z (11)
1
s= ∑m , i, j = 1, 2, …, n (12)
max j=1 zij
1≤i≤n
6
[ ]
(7) Calculating the impact matrix T = tij n∗n .
The element denoted as tij encapsulates the implicit influence

connection existing between factors i and j. The comprehensive influ
ence matrix T embodies the global influence rapport between these el
ements. The calculation procedure for this matrix is explicated within
equation (13).
( )
T = lim X + X2 + X3 + …Xm = X ∗ (1 − X)− 1 (13)
m→∞
(8) The influence degree, denoted as Di , represents the extent of

comprehensive impact that various factors exert on one another
within the system. Conversely, the affected degree, indicated as Rj ,
quantifies the degree to which each factor is influenced by other
factors in the system. The centrality degree is the summation of Di
and Rj , serving as a measure of the significance of factors within the
system. Meanwhile, the cause degree, expressed as Di - Rj , determines
whether a factor falls into the cause group (in the event of a positive
Di - Rj ) or the effect group (in the case of a negative Di - Rj ). The
computation of these degrees is executed as follows:
n
∑
Di = tij (Influence Degree) (14)
j=1 Fig. 2. Path of relation between dimensions.
n
∑ or are the product of expert deliberation. Notably, various scholars
Rj = tij (Affected Degree) (15)
i=1
have advanced distinct solutions to this conundrum. These range from
the maximum mean difference entropy method Mukhametzyanov
Pi={Di +Rj | i=j} (Center Degree) (16) (2021) to the subjective method and the computation of the mean of the
comprehensive influence matrix. The current paper assimilates elements
Ei={Di − Degree) (17) from these approaches and settles upon a threshold set at the mean plus
Rj | i=j} (Cause
2 standard deviations (0.640). With the discerning identification of key
influencing factors, characterized by adherence to the mean plus 2
standard deviations threshold and in conjunction with the relationship
pathways, the paper proceeds to construct a relationship path diagram
5. Analysis and Results
encapsulating these pivotal factors. This graphical representation,
prominently displayed in Fig. 3, serves as an indispensable tool for
The validated data undergoes rigorous statistical processing,
visualizing the intricate nexus between these key dimensions.
involving the application of the triangular fuzzy number method and
Frequently, complex decision dilemmas arise wherein multiple di
defuzzification method, which culminate in the derivation of a direct
mensions either exert influence on other dimensions (grouped as caus
influence matrix between the various dimensions. Leveraging the
ative elements) or are themselves influenced by other dimensions
dataset guided by Formulae (11) through (13), the comprehensive
(categorized as effectual elements). The enhancement of any single
impact matrix is diligently formulated, encapsulating the intricate web
dimension not inherently led to system-wide improvements due to the
of dimensions that influence the parameters of customer expectation.
interdependence of these dimensions. Consequently, understanding the
Formulae (14) and (15) are then summoned into action, facilitating the
interplay among dimensions is crucial to identify those within the
computation of the influence degree, affected degree, centrality and
causative group that could be enhanced, thereby improving the di
cause degree for each individual dimension. These numerical values are
mensions within the effectual group and subsequently enhancing the
systematically sorted. The causal distribution of each dimension, pred
entire system (Costa-jussà et al., 2022). With this in view, this study
icated on the cause degree, is artfully portrayed in a visual representa
harnessed a fusion of fuzzy logic and DEMATEL techniques to delineate
tion on the coordinate system. This manifests as a causal relationship
the causative and effectual connections among dimensions. To refine the
diagram that serves to delineate the intricate interplay of these di
analysis, a threshold value of 0.640 was established to exclude relatively
mensions, as vividly illustrated in Fig. 2. However, whilst and Fig. 2 offer
insignificant effects.
invaluable insights into the key dimensions wielding influence, the
The choice of the mean plus 2 standard deviations (0.640) as the
nuanced roles of these dimensions remain obfuscated in the cause-effect
threshold in this study stems from an examination of diverse factors
relationship diagram. This results in a lack of clarity concerning the
geared towards augmenting the lucidity and dependability of the
interrelationships between these key dimensions. As articulated by
analytical findings. The mean plus 2 standard deviations threshold
Prendergast (2019), the setting of the threshold is a facet of this process,
delicately balances the preservation of complexity with the avoidance of
as it necessitates striking a judicious balance. If the threshold is estab
undue simplification in the cause-effect relationships among di
lished too low, it engenders a situation where the relationships between
mensions. Should the threshold be set too low, it risks precipitating an
dimensions become excessively intricate and fail to provide the requisite
overwhelming convolution of relationships, thereby obstructing the
information for decision-making. Conversely, a threshold set too high
interpretative clarity of the outcomes. Conversely, an excessively high
misclassifies numerous dimensions as independent entities, devoid of
threshold erroneously compartmentalize dimensions as independent
any association with other factors. Hence, the calibration of a reasonable
entities, neglecting their actual interdependences. The selection of the
threshold is an exercise of paramount importance.
mean plus 2 standard deviations threshold is methodically tailored to
In practice, thresholds are typically determined by decision-makers
address these considerations. Integrating two standard deviations above
7
Fig. 3. Nexus between the dimensions.
the mean, the threshold encapsulates a substantial swath of data, obtaining feedback for new product development. As customer expec
spotlighting relationships that manifest a degree of consistency and tations are highly personalized, retail stores often collaborate with
significance surpassing chance variations. This statistical rigor imbues external stakeholders to realize green service consumption.
credibility to the identified key influencing factors, thereby bolstering To affect these service adaptations, retailers need to allocate addi
the reliability of the outcomes. Furthermore, the mean plus 2 standard tional resources and securing access to these resources necessitates top
deviations threshold harmonizes with best practices in threshold management’s approval and support. Thus, support and integration are
determination, drawing inspiration from established methodologies like vital factors in driving the development of new services. The core of
the maximum mean difference entropy and subjective approaches. This customer expectations lies in the transformation of unencoded knowl
amalgamation of methodologies engenders a comprehensive yet edge into encoded knowledge. Activities such as Community Engage
nuanced approach to threshold establishment, enriching the methodo ment Platforms and Product Information Accessibility promote this
logical integrity of the study. The amalgamation of fuzzy logic and process of knowledge accumulation, transfer and creation, resulting in
DEMATEL methodologies has significantly contributed to assisting continuous growth. Combining Ri-Dj with Ri, it becomes evident that
managers in pinpointing key dimensions. market volatility exerts the most significant influence, second only to
Predicated on the (Ri + Cj ) values, the factors are ranked as follows: Mobile Apps and E-commerce Integration. It can be inferred from this
D1 > D3 > D6 > D14 > D8 > D9 > D2 > D7 > D10 > D11 > D15 > D5 > that retail stores play a substantial role in shaping customer expectations
D16 > D4 > D12 > D17 > D18 > D13. According to this ranking, a in green service consumption. Retailers can gain deeper insights into the
consistent omni-channel experience (D1) emerges as the most pivotal dynamic competitive landscape, which aligns with customer expecta
catalyst for customer expectations in a retail store. tions. Simultaneously, technological integration assists retailers in bet
As the demarcations between retail and service industries blur, ter grasping the value of new services, facilitating the more effective
customer demands gradually shift from the product itself to the product launch of green service consumption activities. Fig. 2 illustrates that
and the service offered. A seamless omni-channel experience during the Consistent Omni-channel Experience and Mobile Apps and E-commerce
process of enhancing the purchase experience can mitigate risks, shorten Integration are the most direct factors influencing customer expecta
service or product delivery cycles, enhance the novelty and market tions. The other factors subsequently influence customer expectations
acceptance of services and products, ensuring the successful imple through their interaction with these two primary drivers.
mentation of technology for green service consumption. The integration
of mobile apps and e-commerce (D3) ranks as the second most critical 6. Discussion
enabler, a finding supported by prior literature. Mobile Apps and E-
commerce play a pivotal role in accumulating purchase experience and 6.1. Theoretical Connection and Contribution to Literature
knowledge, constituting important sources of creative value for future
green consumption designs. Since they are in direct contact with cus In the realm of information sciences, the is success model postulates
tomers, they can understand customer needs, deliver viable, creative that an enhancement in the quality of a system, service, or information
solutions and align with customer expectations. The third most crucial directly correlates with heightened customer satisfaction (DeLone &
enabler is Ethical Sourcing Information (D6). Retail stores need to pri McLean, 2003). This foundational premise suggests that the integration
oritize adherence to ethical sourcing information and develop data of advanced technology not only elevates the quality of service but also
protection and ethical usage protocols. This practice enhances commu ensures the delivery of superior information and system performance.
nication with customers and judgment skills. It supports all stages of Consequently, this leads to increased customer engagement, driven by
green consumption and customer expectations by facilitating the ex the satisfaction derived from the improved service quality. Within this
change of information, the design of new services, market supervision, theoretical framework, the model in the study posits that the integration
introduction of new services to the market and control in information of technology in retail environments functions similarly by enhancing
sourcing. Voice Activated Assistance (D14) and Gesture Controlled the quality of service, which in turn fosters customer engagement. This
Displays (D8) also hold pivotal roles. Voice Activated Assistance is engagement, underpinned by customer satisfaction, is crucial for
essential for promptly providing customers with the necessary aid and encouraging sustainable consumer behaviours, such as green
8
consumption. Furthermore, the application of structuration theory shaping customer expectations. Furthermore, the study emphasizes the
provides an additional layer of understanding. According to this theory, importance of knowledge exchange and collaboration within business
the interaction between rules and resources shapes the social structure, networks to improve the reliability of green service consumption. This
producing outcomes that manifest as social practices (Iyamu, 2019). In insight is crucial for retailers operating in turbulent markets, as it
the context of a retail store, the integration of technology can be seen as highlights the need for robust decision-support tools and collaborative
a means of refining these rules and optimising resource availability. The interactions with downstream partners. This contribution aligns with
enhanced structure not only facilitates smoother operations but also prior research advocating for enhanced knowledge sharing and collab
nurtures a retail environment conducive to customer engagement. This oration to drive service innovation and meet customer expectations
engagement is essential as it drives green consumption, a social practice (Verma et al., 2021). Subsequently, the study significantly enriches the
emerging from the interplay between technology-driven structural im information system literature by providing a comprehensive analysis of
provements and customer participation. By synthesising these theoret the factors influencing customer expectations in technologically trans
ical perspectives, it becomes evident that the strategic deployment of formed retail environments, with a particular focus on green service
technology in retail stores not only improves service quality but also consumption.
influences the social structure, resulting in increased customer engage The study explores customer expectations in retail environments,
ment and the promotion of green consumption practices. This theoret undergoing technological transformations, with a particular focus on
ical extension underscores the critical role of technology in shaping green service consumption. Analyzing various factors, the study iden
sustainable consumer behaviour within the modern retail landscape. tifies key parameters that influence customer preferences and satisfac
The study makes substantial contributions to the literature, partic tion. These parameters span across different dimensions, including the
ularly within the domain of information systems, by extending existing seamless integration of in-store and online experiences, the imple
knowledge on customer expectations in retail environments undergoing mentation of sustainable and green practices, opportunities for customer
technological transformations. Firstly, the study enhances theoretical engagement and interactivity and the transparency and accessibility of
frameworks by integrating concepts from multiple disciplines, including information. The intricate interplay between these dimensions high
economics, technology, and consumer behavior, to understand the dy lights the study’s interdisciplinary nature. It underscores the ongoing
namics of green service consumption. This interdisciplinary approach shift from a product-centric approach to a service-oriented model within
enriches the theoretical panorama, addressing the multifaceted nature the retail sector, fueled by technological advancements and the growing
of retail environments and customer expectations. Building on this importance of green service consumption principles. The research has
theoretical integration, one significant methodological contribution is addressed the research questions (RQ1 and RQ 2), providing insights
the application of the fuzzy DEMATEL method to analyze causal re into the key parameters influencing customer expectations of techno
lationships among factors influencing customer expectations. This logical transformations enhancing the purchase experience in retail
technique, previously used in various fields to unravel complex in stores, with a specific focus on green service consumption. The identi
terrelationships (Lu et al., 2013; Kilic et al., 2020), is employed here to fied parameters encompass a range of dimensions, including in-store and
provide a nuanced understanding of how different dimensions such as online integration, sustainability and green practices, engagement and
in-store and online integration, sustainability practices, and trans interactivity and transparency and information. These parameters
parency impact customer satisfaction. This application adds depth to the collectively contribute to shaping consumer preferences and satisfaction
studies such as van der Heijden (2006), Lee (2010), Olson and Chae in the retail environment. The interaction among these dimensions re
(2012) by demonstrating the utility of advanced decision support tools veals a complex web of relationships, emphasizing the interdisciplinary
in retail research. Moreover, the research emphasizes the growing nature of the study. The transition from a product-centric to a service-
importance of green service consumption, a relatively nascent area oriented economy, the role of technology as a transformative force
within information system literature. Exploring how eco-friendly prac and the incorporation of green service consumption principles un
tices and ethical sourcing influence customer preferences, the study derscores the multifaceted dynamics at play. Relationships among
builds on previous work that highlighted the need for integrating sus influencing factors, methodological insights and the dynamic nature of
tainability into business practices (Zahay & Griffin, 2004; Galbreth & customer expectations further illuminate the intricate interplay that
Ghosh, 2013; Touboulic et al., 2014). This focus aligns with the global defines the retail sector.
trend towards sustainability and provides valuable insights for retailers In recent years, with a growing prevalence of retailers in national
aiming to balance ecological responsibilities with customer economies, the global economy has progressively transitioned from a
expectations. product-centric model to a service-oriented one, driven by the impera
tive of meeting customer expectations (Mahdikhani, 2023). A mounting
6.2. Key Parameters Influencing Preferences and Satisfaction number of retail establishments have begun recognizing the pivotal role
of services in generating value, seeking novel avenues for economic
In addition to theoretical and methodological advancements, the growth through service content innovation and the transformation of
study offers practical guidance for retail businesses, highlighting service delivery formats towards green service consumption (Verma
actionable strategies for enhancing customer satisfaction through tech et al., 2021). Nevertheless, the challenge of effectively implementing
nological integration and sustainable practices. The identification of key these changes continues to perplex most retailers. The study signifi
drivers such as omnichannel experiences, mobile app integration, and cantly contributes to the existing body of knowledge in information
the accessibility of ethical sourcing information helps retailers prioritize systems research in several ways. Employing the fuzzy DEMATEL
efforts and align their service offerings with customer expectations. method, the research delves deeper, revealing the causal relationships
These insights extend the work of previous studies that have explored between these factors (Razavisousan & Joshi, 2022). This knowledge
the impact of technology and service innovation on customer engage empowers retailers to prioritize their efforts and focus on the factors that
ment and satisfaction (Stickel, 1995; Pourjavad & Shahin, 2018). have the most significant impact on customer satisfaction. Secondly, the
Acknowledging that customer expectations are dynamic and subject to research emphasizes the growing area of green service consumption
change, the study suggests the need for continuous adaptation and within the information systems field. It provides valuable insights for
responsiveness in retail strategies. This perspective builds on earlier retailers looking to integrate eco-friendly practices while simultaneously
research that examined the fluid nature of customer preferences in meeting customer expectations (Otim & Grover, 2006; Benitez-Amado &
response to technological advancements and market trends (Wolf, Walczuch, 2012). Finally, the study offers practical guidance for retail
1995). The study’s findings underscore the importance of ongoing businesses through actionable management implications. Highlighting
research to further dissect the evolving roles of different dimensions in factors like omnichannel experiences, mobile app integration, and the
9
accessibility of ethical sourcing information, the research assists re evolving demands of their clientele. For instance, prioritizing the
tailers in strategically aligning their service offerings with customer seamless integration of omnichannel experiences and the amalgamation
expectations in the context of green service consumption (Levenburg & of mobile applications and e-commerce platforms enables retailers to
Klein, 2006; Deng et al., 2015). cultivate environments conducive to creativity and innovation while
adhering to principles of eco-friendly service consumption. Moreover,
6.3. Strategic Implications for Integrating Sustainable Practices in Retail ensuring the accessibility and transparency of product information and
pricing engenders trust and augments customer contentment. Ethical
Conducting an exhaustive review of the extant literature and procurement practices and the provision of sustainable product infor
engaging in in-depth retail research, this study has delineated 18 factors mation further underscore retailers’ dedication to societal and envi
that exert influence over customer expectations in the realm of retail ronmental stewardship, resonating with the discerning preferences of a
stores. Employing the fuzzy DEMATEL method, this study elucidates the progressively conscientious consumer base. Astutely harnessing these
intricate web of interrelationships among these factors. Given the causative factors, retailers not only satisfy prevailing customer expec
interdependence and mutual influence inherent in these factors, this tations but also position themselves as vanguards in spearheading pos
study assists retailers in disentangling causality, thereby discerning itive transformations toward more sustainable and ethical retail
which factors act as drivers of other factors. Concentrating on the most paradigms. This holistic strategy not only amplifies customer satisfac
influential determinants, retail establishments can adeptly align them tion and allegiance but also fortifies retailers’ competitive standing
selves with customer expectations. This study yields a host of significant within the ever-evolving retail milieu.
implications for management. Firstly, it stands as the pioneer in iden
tifying the drivers of customer expectations and elucidating the causal 7. Implications and Conclusions
connections empowering retailers to make informed decisions con
cerning the most influential factors. In line with the findings, both 7.1. Theoretical contribution
consistent omni-channel experience and Mobile Apps and E-commerce
integration serve as vital catalysts and the most potent sources of crea The contributions traverse a vast array of dimensions and abstrac
tivity. Retailers need to proactively undertake measures to attract cus tions, collectively enriching the theoretical panorama in this intricate
tomers and fulfil their expectations. It’s noteworthy, however, that domain. The shift from a product-centric economic paradigm to a
despite their high ranking, both these enablers fall within the causative service-oriented milieu, as expounded, underscores the multidisci
group based on the DEMATEL analysis. This signifies that retailers plinary essence of the study It accentuates that comprehending the
should enhance the enablers that have a direct impact on customers in evolving realm of green service consumption necessitates insights
order to facilitate the implementation of green service consumption, emanating from a spectrum of academic realms, encompassing but not
thereby attracting customers to foster new service development. Sec limited to economics, technology and the intricacies of consumer
ondly, the satisfaction of customer expectations entails adaptability in behavior. This perspective accentuates the criticality of interdisciplinary
response to the evolving demands of channel partners. The DEMATEL scholarly exploration to fathom the intricate dynamics at play. These
analysis indicates that Product Information Accessibility and Pricing interconnections are pivotal in grasping how diverse factors engage with
Transparency are pivotal determinants, with Ethical Sourcing Informa one another, mutually exert influence and collectively delineate the
tion emphasizing the timely and accurate dissemination of critical totality of the customer experience. The development of theoretical
information. frameworks adept at modelling these intricate interrelationships as
Consequently, to realize successful service innovation, retailers need sumes paramount importance, for they serve as conduits for invaluable
to enhance their technological integration efforts and seek to overcome insights into the labyrinthine dynamics that mould customer expecta
market volatility. This approach enhances the collection of market in tions. The introduction of causality within the retail ecosystem consti
telligence and the sharing of external knowledge, thereby rendering the tutes a seminal concept in this discussion. The exploration of causal
exchange of knowledge more advantageous. Thirdly, as per the results, linkages amongst the factors exerting influence adds a substantial layer
the timeliness and accuracy of sharing knowledge emerges as the of complexity to the theoretical framework. This analytical methodology
quintessential requirement to meet customer expectations. Retailers empowers retailers and researchers alike in the pinpointing of primary
need to develop policies and programs to induce desirable forms of drivers propelling customer expectations, thereby facilitating the
technological integration within the firm network, as knowledge ex formulation of more informed strategies and targeted interventions.
change stands as a fundamental element of success. Collaborative
partnerships within business networks can lead to improved reliability 7.2. Practical Implication
in green service consumption, as retailers immerse themselves in the
inner workings of these networks to benefit from cooperative synergies. The recurrent motif highlighting technology’s pivotal role in shaping
Lastly, Sustainable Product Information emerges as a potent dimension, customer expectations resonates throughout the research and also
prompting retailers to recognize the significance of customer expecta articulating the aims of SDG 9. Whether through omni-channel experi
tions and green service consumption. The impact on collaboration is ences, mobile applications, or the seamless integration of e-commerce,
maximized when firms confront rapid shifts in products and technology. technology emerges as a transformative fulcrum within the retail sector.
Conversely, firms operating in turbulent market landscapes necessitate This emphasis underscores the inexorable need for incessant techno
more robust implementation of advanced decision support tools and logical innovation and progressive strides in delivering a seamless and
intensive improvements in collaborative interactions with downstream gratifying retail experience. The discussion introduces the central theme
partners. These initiatives are indispensable. The factors categorized of green service consumption, with a particular focus on the criticality of
within the causative group, delineated through the DEMATEL analysis, sustainable practices, ethically sourced products and eco-friendly stra
harbor profound ramifications for retailers endeavoring to instigate tegies. These facets contribute to the broader narrative surrounding
favorable shifts in customer expectations. These factors encompass a sustainability within the retail sphere. Their inclusion augments the
spectrum of dimensions including the omnichannel experience, mobile theoretical comprehension of how retail can harmonise with ecological
application integration, e-commerce assimilation, product information and ethical imperatives. It underscores the weightiness of compre
accessibility, pricing transparency, ethical sourcing disclosure and sus hending consumer behaviour, preferences and expectations. The prin
tainable product detailing. ciple of aligning technological transformations with the express needs of
Retailers need to strategically allocate resources and undertake ini the customer emerges as a foundational tenet, underscoring the primacy
tiatives aimed at fortifying these dimensions to adeptly address the of a human-centric approach within the overarching theoretical
10
framework. The introduction of methodological instruments such as expectations. The theme of green service consumption is central, high
fuzzy logic and DEMATEL as instruments for scrutinising intricate re lighting the importance of sustainable practices and ethical sourcing
lationships within the retail context bestow a richness to the tools driven by societal values. The exploration of causal connections among
available to researchers and practitioners exploring the realm of green influencing factors reveals the significant impact of societal forces on the
service consumption. The study acknowledges that customer expecta retail sector. Technology’s indispensable role, a customer-centric
tions are not static, they exhibit a state of flux in response to the dyna approach and methodological insights further enrich the discussion.
mism of market forces and technological advancements. This The dynamic nature of customer expectations is recognized and the
recognition is pivotal for the sculpting of nuanced theoretical constructs discourse concludes by acknowledging its limitations and advocating for
that remain consonant with the ever-evolving terrain of green service future research. These insights collectively advance the theoretical
consumption. landscape surrounding technological transformations in green service-
focused retail experiences.
7.3. Societal inclusions
CRediT authorship contribution statement
The shift from a product-centric economic paradigm to one centered
on services, exemplifies the societal integration. This transition signifies Arjun J Nair: Writing – review & editing, Writing – original draft,
a profound societal metamorphosis, wherein consumer desires and an Methodology, Formal analysis, Conceptualization. Sridhar Manohar:
ticipations are in a state of flux. Customers are progressively attributing Writing – review & editing, Validation, Project administration, Meth
greater significance not solely to the product but to the orbit of services odology, Formal analysis, Data curation, Conceptualization.
enveloping it. The societal trend towards valuing experiences and ser
vices holds paramount significance. The societal dimension extends Declaration of competing interest
further to the evolving landscape of sustainability. The burgeoning
awareness and concern regarding environmental and ethical issues The authors declare that they have no known competing financial
among the broader society are integral components of green service interests or personal relationships that could have appeared to influence
consumption. Consumers are becoming increasingly conscientious the work reported in this paper.
about the ecological and ethical ramifications of the products and ser
vices. This heightened societal consciousness molds the strategies and References
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International Journal of Information Management Data Insights 4 (2024) 100277

Contents lists available at ScienceDirect

International Journal of Information

Green Service Consumption: Unlocking Customer Expectations on

1. Introduction comprehensive transformations. This imperative for change is not a

Available online 4 September 2024

The underlying framework is predicated on the dimensions, aligns Table 1

involves the calculation of the centrality and causative degrees of these ⎧

Despite encountering obstacles presented by the triangular fuzzy num

The element denoted as tij encapsulates the implicit influence

(8) The influence degree, denoted as Di , represents the extent of

Fig. 3. Nexus between the dimensions.

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Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Costumer Satisfaction 1

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Costumer Satisfaction 1

Uploaded by

Document Information

Copyright

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Share this document

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Costumer Satisfaction 1

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International Journal of Information Management Data Insights 4 (2024) 100277

Contents lists available at ScienceDirect

International Journal of Information

Green Service Consumption: Unlocking Customer Expectations on

1. Introduction comprehensive transformations. This imperative for change is not a

Available online 4 September 2024

The underlying framework is predicated on the dimensions, aligns Table 1

involves the calculation of the centrality and causative degrees of these ⎧

Despite encountering obstacles presented by the triangular fuzzy num­

The element denoted as tij encapsulates the implicit influence

(8) The influence degree, denoted as Di , represents the extent of

Fig. 3. Nexus between the dimensions.

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Despite encountering obstacles presented by the triangular fuzzy num