Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/309885 
Year of Publication: 
2023
Citation: 
[Journal:] Journal of Business Economics [ISSN:] 1861-8928 [Volume:] 94 [Issue:] 6 [Publisher:] Springer [Place:] Berlin, Heidelberg [Year:] 2023 [Pages:] 851-889
Publisher: 
Springer, Berlin, Heidelberg
Abstract: 
In the wake of the Covid-19 pandemic, the retail landscape has undergone profound and enduring changes, necessitating a comprehensive examination of its implications for both consumers and retailers. This study provides a systematic analysis of emergent shifts in consumer behavior and the resulting changes in consumer value creation. The authors develop a conceptual framework encompassing five key dimensions that likely will reshape value creation in post-pandemic retailing: hyperfunctional shopping, holistic health, hybrid connectedness, conscious hedonism, and responsible consumption. The authors propose that consumers will prefer retailers that accomplish creating value based on these dimensions through next-level customer experiences rooted in inspiration and social interaction, novel technologies, and innovations in store concepts, services, or retail operations. Critical to successfully delivering next-level customer experiences in this new retail landscape is retailers' engagement in collaborations—both within the industry and with external partners. Accounting for these developments, this study offers implications for retailing practice and provides a roadmap for future retailing research in five key areas pertaining to the management of responsible, health-related, and digital customer experiences, the management of collaborations for creating next-level customer experiences, and the effective monetization of the evolving dimensions of value creation.
Subjects: 
Pandemic
Covid-19
Retailing
Value creation
Customer experience
Responsibility
JEL: 
L81
M10
M30
O10
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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