New service marketing communications technologies

Abstract

This masters dissertation pretends to take a look to the way as the new communications technologies, used in a specific environment - supermarkets, can be explored to be used as marketing tools. Following the research about the state of the art in the utilization of the new communications technologies at indoor spaces, was conducted an exploratory study, in a specific environment, e.g. some supermarket, with the purpose to get information, thought the consumers, about the utilization of new technological tools and their tendency to the use of new applications in the future. We realise that despite the end users have access to the most advanced technologies the results that we have got show resistance in use some of these technologies in commercial spaces,. We have concluded, without surprises that are the younger with highest rate of education who more likely will use these new tools in the future.