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Indiana University Bloomington

Doctoral Programs

1960 Notable

From 1960-2013, we prepared nearly 1,200 men and women
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Journal Articles

Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store

2002, Journal of the Academy of Marketing Science

Raymond R. Burke


For companies to realize the benefits of recent innovations in customer interface technology, they need to understand the value consumers place on technology as part of the shopping process. A national survey of 2,120 online consumers was conducted to explore how people want to shop in both online and in-store environments and determine how interactive and conventional media work together to move consumers through the purchase process. The study investigated 128 different aspects of the shopping experience, from common elements to recent innovations. The results indicated that consumers are generally satisfied with the convenience, quality, selection, and value provided by retailers today. They are less satisfied with the level of service provided, the availability of product information, and the speed of the shopping process. The findings suggest that new technologies can enhance the shopping experience, but applications must be tailored to the unique requirements of consumer segments and product categories.


Burke, Raymond R. (2002), "Technology and the Customer Interface: What Consumers Want in the Physical and Virtual Store," Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 411-432.