Touchless retail technology: The effect of customer loyalty on the relationship between TOE and retail technology adoption
List of Authors
  • Anizah Zainuddin , Sarah Irdina Ridzwan

Keyword
  • Technology-Organization-Environment, Consumer Loyalty, Retail Technology Adoption

Abstract
  • This study attempts to explore the extent of consumer support for contactless technology in the retail industry using TOE framework and consumer loyalty attribute. A purposive face-to-face sampling technique was used with 40 respondents aged between twenty-five and thirty-five among retail staff and customers; was interviewed around the business premises. Further, a self-administered questionnaire was disseminated to shoppers recruited from Klang Valley, the main city of Selangor, Malaysia. This was done via a convenience sampling technique. A total of 475 valid samples were obtained for analysis out of 500 questionnaires returned. Data was analysed using both thematic content analysis and Structural Equation Modelling (SEM). The findings revealed that technology, organization and environment can be linked to retail technology adoption; and consumer loyalty can be a mediating factor. The results of the study help retailers in planning their business to continue operational effectiveness and maintain competitiveness, especially in the use of retail technology.

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