Bibliographic Details
| Title: |
Quand l'assistant de vente mobile redéfinit le face-à-face client/vendeur en point de vente : entre média riche et média pauvre, une cohabitation contrastée. |
| Alternate Title: |
When the mobile sales assistant redefines the face-to-face customer-salesperson interaction in-store: Between rich media and poor media, a contrasted coexistence. |
| Authors: |
BENDJABALLAH, Madiha1 Madiha.bendjaballah@univ-lorraine.fr |
| Source: |
Revue Management et Avenir. aou2026, Issue 154, p23-45. 23p. |
| Subject Terms: |
*Sales personnel, *Customer relations, *Qualitative research, *Interpersonal communication, Media studies, Digital technology |
| Abstract (English): |
The integration of professional smartphones (mobile sales assistants) into in-store customer-salesperson interactions is transforming relational dynamics. While these tools facilitate access to information and optimize certain tasks, the customer's perception of face-to-face interaction remains under-studied. This article draws on media richness theory and the "task-media fit" principle to analyze how customers perceive the salesperson's use of the smartphone, depending on the complexity of the tasks performed. A qualitative study based on seventeen interviews reveals that, for simple tasks (e.g., price or stock checks), the mobile sales assistant (MSA) improves the perceived effectiveness of the interaction. On the other hand, for complex tasks requiring advice and expertise, it can diminish the richness of the exchange by limiting eye contact and relational engagement. These results offer managerial implications for optimizing the use of MSAs in stores, by encouraging differentiated use according to task type and integrating appropriate training strategies to preserve the customer-salesperson relationship. [ABSTRACT FROM AUTHOR] |
| Abstract (French): |
L'intégration des smartphones professionnels (assistants de vente mobile) dans les interactions client-vendeur en magasin transforme la dynamique relationnelle. Si ces dispositifs facilitent l'accès à l'information et optimisent certaines tâches, la perception du client de l'interaction en face-à-face demeure insuffisamment étudiée. Cet article mobilise la théorie de la richesse des médias et le principe du « task-media fit » pour analyser comment le client perçoit l'utilisation de l'assistant de vente mobile (smartphone professionnel) par le vendeur, selon la complexité des tâches effectuées. Une étude qualitative reposant sur 17 entretiens révèle que, pour les tâches simples (ex. vérification de prix ou de stock), l'assistant de vente mobile (AVM) améliore l'efficacité perçue de l'interaction. En revanche, pour les tâches complexes nécessitant du conseil et de l'expertise, il peut altérer la richesse de l'échange en limitant le contact visuel et l'engagement relationnel. Ces résultats offrent des implications managériales sur l'optimisation de l'usage des AVM en magasin, en encourageant une utilisation différenciée selon le type de tâche et en intégrant des stratégies de formation adaptées pour préserver l'interaction client- vendeur. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Index |