Nghiên cứu về các hiệu sách chuỗi trong bối cảnh "nơi thứ ba"
Tóm tắt
– Nghiên cứu này tạo khái niệm lý thuyết về khái niệm "nơi thứ ba" trong bối cảnh các hiệu sách chuỗi. Sự phổ biến của các thương hiệu cà phê và chỗ ngồi thoải mái đã phát triển hiệu sách thành một không gian thư giãn. Dưới sự hỗ trợ của lý thuyết hiện tại trong marketing bán lẻ, nghiên cứu nhằm khám phá cách hiểu về "nơi thứ ba" đã thay đổi theo thời gian và xem xét liệu các hiệu sách chuỗi có thể được gọi là những nơi thứ ba hay không.
– Phương pháp nghiên cứu chủ yếu mang tính chất định tính, dựa trên các cuộc phỏng vấn với những người quản lý hiệu sách về mục tiêu chiến lược của họ và sử dụng các nhóm tập trung để thảo luận về trải nghiệm của người tiêu dùng tại hiệu sách. Nghiên cứu cũng sử dụng dữ liệu định lượng, tức là các bảng câu hỏi trực tiếp và khảo sát trực tuyến.
– Nghiên cứu kết luận rằng mặc dù trải nghiệm của người tiêu dùng về các hiệu sách chuỗi là tích cực, nhưng chúng không thể được gọi là "nơi thứ ba" do thiếu các cuộc trò chuyện tại đó. Tuy nhiên, có một lưu ý quan trọng – sự tồn tại của quán cà phê tích hợp khuyến khích việc giao tiếp xã hội giữa các khách hàng tại hiệu sách.
– Phạm vi của dự án bị giới hạn ở các hiệu sách chuỗi tại Vương quốc Anh. Các nghiên cứu trong tương lai có thể xem xét nơi thứ ba hoặc các cung cấp phục hồi trong các bối cảnh bán lẻ khác hoặc ở một phạm vi địa lý rộng hơn.
– Nghiên cứu có ý nghĩa và khuyến nghị quan trọng cho các nhà quản lý các địa điểm bán lẻ về những khả năng phục hồi tiềm tàng của hiệu sách, quán cà phê và các môi trường bán lẻ khác.
– Nghiên cứu thực nghiệm này nâng cao sự hiểu biết học thuật về hiệu sách như một không gian phục hồi, nhấn mạnh một lợi thế quan trọng mà các nhà bán lẻ truyền thống có so với các nhà bán lẻ trên internet.
Từ khóa
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