An Exploratory Study Based on Technology-Driven Service Strategy: Focusing on Technology-Enabled Services in Department Stores

This study applies the technology-driven service strategy framework of Huang & Rust (2017) to examine the alignment between strategic intent and technology use in department store services. While prior studies have mainly focused on technology adoption or performance outcomes, this research analyzes how individual services are positioned in terms of strategic objectives and technological implementation. Department store services are classified into four strategic types—mass service, relationship service, customized transaction, and adaptive personalization—and four technology types—automation, CRM, big data, and AI. The results reveal that several services exhibit misalignment between intended strategy and actual technology use, and some cases show excessive technology adoption beyond strategic needs. These findings suggest that strategic intent should guide technology selection and service design. The study contributes by extending the technology-driven service strategy framework to the retail industry and by providing a practical analytical lens for improving strategy–technology fit.