CUSTOMERS' PERSPECTIVE OF NEW TECHNOLOGIES IN GROCERY RETAILING

In the context of globalization and internationalization of trade, customers' buying behaviour has changed. There is pressure to improve the service quality and innovation provided in retail due to this change. Currently, grocery retailing is rapidly changing with the application of new technologies to improve the overall customer shopping process. However, do all generations perceive this pressure on the application of new technologies to the purchasing process? The aim of the paper is to explore whether the customers' generations and online grocery shopping acceptance affect the perception of new technologies in grocery retailing. Primary research was conducted on a sample of 1,050 online respondents. The research results show how generations perceive the use of new technologies in the grocery shopping process. These technologies included Scan&Go service, smart shopping carts, self-service cash registers, and customerization support technologies. The paper also examines customers' behaviour in the case of online grocery shopping from the point of view of already existing customers and potential customers. This paper brings a new perspective on generations when using new technologies in the grocery shopping process that affects every generation.