ABSTRACT The purpose of this study is to identify different types of technology-based retail services (TBRS) for brick and mortar environments and analyze them by developing a framework that can be used to classify TBRS in respect of their dimensions, categories and category elements. The research design is twofold. First, this study conducts a systematic literature review to identify a relevant body of various TBRS in scientific literature. Second, it uses grounded theory as a method to analyze the identified TBRS from part one, in order to expose TBRS classification dimensions for developing a classification framework. This study identified 35 TBRS from 124 peer-reviewed articles, published worldwide between 2003 and 2019. It shows that TBRS can be classified along four dimensions: (1) participant issues, (2) technology issues, (3) information issues, and (4) intended purposes. The findings indicate that the majority of TBRS has technology-generated customer contact and is a fixed in-store totem with a low task complexity. Most TBRS enhance customer experience or improve store management. This study addresses a significant and on-going change in retailing. It provides insights into the TBRS market and offers an analytical classification framework to take TBRS to pieces, showing their elements and purposes. The framework can both guide future research and aid retail practitioners in analyzing TBRS.

中文翻译：

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开发基于技术的零售服务分类框架：零售商的观点

摘要这项研究的目的是针对砖石环境识别不同类型的基于技术的零售服务（TBRS），并通过开发可用于对TBRS的尺寸，类别和类别要素进行分类的框架来对其进行分析。研究设计是双重的。首先，本研究进行了系统的文献综述，以鉴定科学文献中各种TBRS的相关主体。其次，它使用扎根理论作为从第一部分分析已识别的TBRS的方法，以揭示TBRS的分类维度以开发分类框架。这项研究从2003年至2019年在全球发布的124篇同行评审文章中确定了35例TBRS。该研究表明TBRS可以分为四个维度：（1）参与者问题，（2）技术问题，（3）信息问题，以及（4）预期目的。研究结果表明，大多数TBRS具有与技术产生的客户联系，并且是固定的店内图腾，任务复杂度低。大多数TBRS可以增强客户体验或改善商店管理。这项研究解决了零售业一项重大且持续的变化。它提供了对TBRS市场的见解，并提供了一个分析分类框架以将TBRS分解成碎片，展示其要素和目的。该框架既可以指导未来的研究，也可以帮助零售从业人员分析TBRS。这项研究解决了零售业一项重大且持续的变化。它提供了对TBRS市场的见解，并提供了一个分析分类框架以将TBRS分解成碎片，展示其要素和目的。该框架既可以指导未来的研究，也可以帮助零售从业人员分析TBRS。这项研究解决了零售业一项重大且持续的变化。它提供了对TBRS市场的见解，并提供了一个分析分类框架以将TBRS分解成碎片，展示其要素和目的。该框架既可以指导未来的研究，也可以帮助零售从业人员分析TBRS。