Human Resource Management: Food Delivery System Evaluation Report

This report provides an analysis of a self-service food delivery system, focusing on its evaluation methods and implications for retail businesses. The report begins by describing the system and outlining its key components, including online grocery shopping and home delivery options. It then details the evaluation methods used, such as psychology (flow and gamification), customer experience (affective, cognitive, behavioral, sensorial, and social dimensions), market communication, and investment drivers. The report also explores usability and task goals, along with the specifics of user groups including retailers, experts, users, and non-users. Data collection methods, including consumer panel surveys and food retailer surveys, are discussed. Finally, the report presents an analysis of current views on the system from various perspectives and concludes with a summary of the findings, highlighting the importance of technology integration, customer engagement, and the various parameters used in the evaluation process. The report emphasizes the significance of customer experience and the impact of different user perspectives on the overall success of the system.

Running Head: Human Resource Management
Human Resource Management

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Table of Contents
Part 1................................................................................................................................................3
Description of Food Delivery system..........................................................................................3
Evaluation method.......................................................................................................................4
Psychology...............................................................................................................................4
Customer experience................................................................................................................5
Market communication.............................................................................................................5
Investment drivers....................................................................................................................6
Usability and task goal.................................................................................................................6
Detail of users..............................................................................................................................7
Evaluation ‘capture’ collection method.......................................................................................7
Part 2 Analysis and Evaluation........................................................................................................8
Current View on food delivery system........................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
The retail industry is a competitive environment that is moving with respect to service-oriented
rather than product-oriented. Hence, it is significant for business to understand the market needs
and act in accordance to differentiate the company in the market. In order to increase competitive
advantages and engage customers, the company should invest in innovative and advance
technology. Self-service food delivery system is a fast growing technology that facilitates
customers to do shopping in a convenient way (Piotrowicz, and Cuthbertson, 2014). The key
purpose of this study is to assess the views on self-service food delivery service system in food
retail environment from the perspective of service improvement.
This report describes the self-service device such as food delivery system through online. It also
defines the usability evaluation method for this device. It exemplifies the usability and task goal
for this device. Further, it explains the users of food delivery system and evaluation ‘capture’
collection method. In the last, it summarises the evaluation and results.
Part 1
Customer service is a significant factor in current scenario hence retailers use self-service
technology to enhance the service quality. Further, technological aspects facilitate the
organization to persuade its customers by solving their issue through technology. The
development of creative technology is needed for the organization due to changing behavior of
customers. It also helps to improve the interaction amid the consumers and retailers. It is stated
that there are certain innovative technology has been used in food retail stores like self-service
system (Orel, and Kara, 2014). This system includes different devices such as mobile payment,
interactive screens, self-scanning services and food delivery system.

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Description of Food Delivery system
Food delivery system facilitates the customers to operate their grocery shopping online in which
groceries are delivered to the home of customers and picked up from the food retail stores.
Moreover, through this system, customers can easily subscribe different services such as the
location of grocery stores and the option of products. Another option that is available in this
system is that household package, where customers can easily access the all potential products.
Hence, this system is significant for both food retailers and customers (Anitsal, et al., 2015).
Evaluation method
Evaluation of food delivery system is based on different factors such as psychology, customer
experience, market communication and investment drivers. It is discussed as below:
Chart 1: Parameters of Evaluation method
(Sources: Pantano, and Viassone, 2014).
Psychology
The psychology concept entails the two elements named flow and Gamification. Hence, food
retailing shop focuses on the flow of communication that happened amid the retailers and
customers. Further, it should concentrate on the flow that is used by a customer while adopting
new technology. For developing the food delivery system through online channel, company takes

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the feedback with customers about food delivery because, it will help to enhance the system and
helps to persuade more users towards the company (Yeo, et al., 2017). The main aim of using
psychology evaluation method is to increase loyalty, and enhance engagement as it will
ultimately increase revenue.
Customer experience
Customer experience is another evaluation method that is used by food retailing shop to know
the experience of the customers towards the food delivery system. Customer experience includes
both shopping and service experience. Service experience is the evaluation method which
enables retailing shops to deliver day to day activities in an effective manner. Together with,
shopping experience facilitates the customer experience across the channels in the food retailing
market. In order to evaluate the customer experience, five parameters are used by a company
named affective, cognitive, behavioral, sensorial, and social (Ekman, 2016).
In this way, affective dimension assesses the feeling of customers; cognitive dimension evaluates
the thinking of customers, behavioral dimension assesses the act of customers, sensorial
determine the senses of customers, and social dimension includes the relationship with
customers. Along with this, the sensorial dimension is also classified into distinct senses that can
affect the customer experience such as visual, olfactory, haptic, gustatory, and auditory. Another
approach that is considered by retailers is to make a close relationship with the customers. In
practices, retailers observe that how the customer perceives to different factors such as store
condition, the scant, and temperature. Another factor is design factor such as an outline, color,
and structure of system and social factors such as people who are available in the stores,
salesman and their attitudes (Lundberg, 2017).

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Market communication
Market communication is another usability evaluation method that is used by retail shops
because communication with the customer is a significant factor while assessing the customer
experience. It is the method of assessing the customer’s requirements about the products and
services. Further, the company uses different marketing channels like an advertisement in
magazines, and interactive screens. Because, it reminds the consumers repeatedly about the
benefits of food delivery system hence, customer can focus on this system. Moreover, company
focuses on how target group act towards the product and services such as buys and repurchases
because, responds of target group can subsequently effect on the revenue of the organization
(Tsou and Hsu, 2017).
Investment drivers
Investment drivers are another usability evaluation method for food delivery system. Customer
engagement is the uncertain field while investing in new technology as it could be profitable or
let down for retailing shops. There are different parameters used by retailing shops when
assessing the market named entrepreneurial innovativeness, progress in technology, market
orientation, human capital, and organizational characteristics. It is beneficial for the company
while investing in new technology such as self-service technology. The company needs to assess
these parameters because it enables the organization to make a decision whether or not to invest.
From customer engagement point of view, customer experience creation model is effective while
investing in the self-service food delivery system (Lee andYang, 2013). Another evaluation
criterion includes the employees, events, previous experience and offers, which is beneficial to
increase the revenue of food delivery system.

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Usability and task goal
Usability is the extent to how well users can exercise food delivery system. There is a different
parameter is used to assess the usability of users named accessibility, customer readiness,
promotion, and fulfillment (Lee, 2015).
Task goal
 To increase the revenue from food delivery system
 To reduce the delivery time
 To increase the accessibility of users
Detail of users
For conducting the survey, different participants are selected such as retailers, experts, non-users,
and users. Along with this, total 50 participants are selected in which 17 are selected as retailers,
12 are selected as experts, 13 are selected as users and 8 are selected as non-users.
Evaluation ‘capture’ collection method
Consumer panel survey
A web based survey is conducted for research in which questionnaire was sent through the mail
to take the responses about food delivery system. The survey was conducted for a week. The
main aim of the survey was to get depth information about the self-service food delivery system
through users and non-users (Priporas, et al., 2017).
Food retailer survey
For conducting the food retail survey, a web based questionnaire was sent to retailers to get
views about self-service food delivery system. It was sent to 17 retailers as participants. Further,
before sending the questionnaire, former consent email was sent by the company to get consent
with the retailers. The survey questionnaire was based on how retailers think about the usage of

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the self-service food delivery system and possible improvement in the technology (Lee, and Lyu,
2016).
Part 2 Analysis and Evaluation
Current View on food delivery system
The views on self-service food delivery system are shown as below as per the perspectives of
customers, experts, and retailers.
Table 1: Summary of the current views from participants
Users/Usability
evaluation
Benefits from food
delivery system
Disadvantages from
food delivery system
Remarks
Retailers Profitability, creative,
fast and simple, and
potential growth
Expensive investment,
Shrinkage, and quality
of equipment
Increased way of
communication and
food quality
Customers Uncomplicated, well-
organized, already
packed bags and more
organized.
Dishonesty,
uncertainty, and
superiority of
equipment
Increased
communication,
rewards, and
interaction
Experts effortless and
resourceful
The mobile self-
service food delivery
system might prefer
cash on delivery due
to risk in transferring
payment.
Need to maintain re-
designing of the food
service system.
(Sources: Evanschitzky, et al., 2015).

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Conclusion
From the above discussion, it can be concluded that technology combination is the key which
helps to generate competitive advantages and can act as a tool to generate a holistic experience.
Further, the customer can get information about product and services through Self-service food
delivery system as it increases demand of customers. It is also evaluated that food delivery
system makes an emotional connection between the customers and stores. Moreover, it can be
summarized that there are different parameters are used for usability evaluation methods such as
customer experience, investment drivers, market communication, and psychology. Along with
this, it can be evaluated different users are selected for this study named retailers, experts, users,
and non-users. In the last, it can be concluded that data is collected by conducting the consumer
panel survey and food retailer survey.

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References
Anitsal, I., Moon, M. A., and Anitsal, M. M. (2015) ‘Technology-based self-service: issues for
retail management and research’, In Proceedings of the 2002 Academy of Marketing Science
(AMS) Annual Conference (pp. 25-36). Berlin: Springer, Cham.
Ekman, E. (2016) Self-Scanning Services in Food Retail: An Investigation on how Self-Scanning
Services are adopted in the Swedish Food Retail Environment from a Service Fascination
Perspective. [Online]. Available at:
http://www.diva-portal.org/smash/get/diva2:941297/FULLTEXT01.pdf (Accessed: 24 August
2017).
Evanschitzky, H., Iyer, G. R., Pillai, K. G., Kenning, P., and Schütte, R. (2015) ‘Consumer trial,
continuous use, and economic benefits of a retail service innovation: the case of the personal
shopping assistant’, Journal of Product Innovation Management, 32(3), pp. 459-475.
http://ac.els-cdn.com/S0747563217300729/1-s2.0-S0747563217300729-main.pdf?
_tid=ff4a20d8-88af-11e7-a32c-
00000aacb35dandacdnat=1503567694_d4885876da8b1d3befbfbf07c4a0b2cf (Accessed: 24
August 2017).
Lee, H. J. (2015) ‘Consumer-to-store employee and consumer-to-self-service technology (SST)
interactions in a retail setting’, International Journal of Retail and Distribution
Management, 43(8), pp. 676-692.
Lee, H. J., and Lyu, J. (2016) ‘Personal values as determinants of intentions to use self-service
technology in retailing’, Computers in Human Behavior, 60, pp. 322-332.

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Lee, H. J., and Yang, K. (2013) ‘Interpersonal service quality, self-service technology (SST)
service quality, and retail patronage’, Journal of Retailing and Consumer Services, 20(1), pp. 51-
57.
Lundberg, E. (2017) How to compete effectively with self-service technologies: The impact of
technology readiness and the technology acceptance model on self-scanning. http://www.diva-
portal.org/smash/get/diva2:1111218/FULLTEXT01.pdf (Accessed: 24 August 2017).
Orel, F. D., and Kara, A. (2014) ‘Supermarket self-checkout service quality, customer
satisfaction, and loyalty: Empirical evidence from an emerging market’, Journal of Retailing and
Consumer Services, 21(2), P. 118-129.
Pantano, E., and Viassone, M. (2014) ‘Demand pull and technology push perspective in
technology-based innovations for the points of sale: The retailers evaluation’, Journal of
Retailing and Consumer Services, 21(1), pp. 43-47.
Piotrowicz, W., and Cuthbertson, R. (2014) ‘Introduction to the special issue information
technology in retail: Toward omnichannel retailing’, International Journal of Electronic
Commerce, 18(4), pp. 5-16.
Priporas, C. V., Stylos, N., and Fotiadis, A. K. (2017) ‘Generation Z consumers' expectations of
interactions in smart retailing: A future agenda’, Computers in Human Behavior.
Tsou, H. T., and Hsu, H. Y. (2017) ‘Self-Service Technology Investment, Electronic Customer
Relationship Management Practices, and Service Innovation Capability’, In Marketing at the
Confluence between Entertainment and Analytics (pp. 477-481). Berlin: Springer, Cham.
Yeo, V. C. S., Goh, S. K., and Rezaei, S. (2017) ‘Consumer experiences, attitude and behavioral
intention toward online food delivery (OFD) services’, Journal of Retailing and Consumer
Services, 35, pp. 150-162.

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