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Solving the crisis of immediacy: How digital technology can transform the customer experience
Abstract
Marketers are currently facing a ‘crisis of immediacy’ challenge: how to meet consumers’ need to receive content, expertise, and personalized solutions in real time during their shopping experience. Today's digital technologies—such as video conferencing, location-based mobile apps, and augmented reality—provide a highly personalized and immersive environment that allows for interactivity and rich information exchange between the brand and consumer. We conducted in-depth interviews with over 35 retailers, large-scale surveys with international shoppers, and pilot projects with stores and banking institutions to study how companies are leveraging digital technologies to transform the customer experience. Our findings show that there are two main technology-based models that organizations are deploying to support customers’ immediate needs: the remote expert and the digital assistant. We provide company examples of both models, as well as when they are most appropriate and success factors to inform managers.
... Digital technologies are often used to surprise and delight customers. Stores are filled with sensors and digital devices in an effort to match the ease and speed that characterize online environments (Parise, Guinan, and Kafka 2016). Amazon Go, 1 the chain of stores Amazon launched in 2018, is emblematic of a network of digital technologies that control every aspect of the in-store experience. ...
... Designing a fast and effortless experience is a way to meet functional needs in the age of omnichannel retailing (Brynjolfsson, Hu, and Rahman 2013). The use of digital technologies as well as the integration across different channels can streamline the path to purchase (Parise, Guinan, and Kafka 2016). However, utilitarian engagement is only one dimension of the customer experience. ...
... In the last decades, consumer expectations evolved from the purely utilitarian factors to emotional and symbolic engagement (Holbrook and Hirschman 1982;Pine and Gilmore 1998;Schmitt, Joško Brakus, and Zarantonello 2015). The literature about customer experience in retail has primarily focused on how to integrate technologies in retail stores (Blázquez 2014;Parise, Guinan, and Kafka 2016) and how to use them to improve overall customer satisfaction (Roy, Raju, and Mandal 2017). Indeed, digital technologies have traditionally served the purpose of solving pain points by speeding up the payment process . ...
Retailers are increasingly leveraging emerging digital technologies to enhance and deliver memorable and timely customer experiences. However, more research is needed to understand how these technologies are being implemented. Therefore, we conducted an fsQCA analysis of 32 retail cases of early adopters of beacon technology. Our findings reveal three main modes of implementation of emerging digital technologies in the retail customer experience: automation , augmentation , and customization . These modes can be interpreted as enablers that enhance the value of utilitarian and/or hedonic experiences, rather than as drivers of innovation per se. Our study adds a new perspective to the debate about the role of digital technologies in driving innovation. Moreover, the three modes identified provide managers with practical guidelines for the implementation of emerging digital technologies in retail environments.
... The study focuses on these variables as they are commonly mentioned in the literature on smart fitting rooms and/or are seen as central parts of IoT in retail. Several studies on customer experience have mentioned the impact personalization has on customer experience [2,[5][6][7]. A survey of US shoppers found that 70% of the respondents believed that a personalized experience would encourage them to make more purchases in the future [6], p. 417. ...
... Several studies on customer experience have mentioned the impact personalization has on customer experience [2,[5][6][7]. A survey of US shoppers found that 70% of the respondents believed that a personalized experience would encourage them to make more purchases in the future [6], p. 417. These personalized experiences could come from service, advice/recommendations, and offers. ...
... Giving customers relevant information can positively influence customer experience. The customer would gain value through information gathering by having helpful information like the warehouse status of items in store [5,6]. RFID is commonly used in the retail sector to give an overview of store inventory. ...
... Digitalization has revolutionized the way businesses and customers interact, with online platforms blurring the lines between business and leisure and businesses needing to serve their customers at all times (Parise at al., 2016). As digital interactions become a central aspect of customer engagement (Parise et al. 2016;Pine et al. 1998), the importance of digital brand representation is becoming increasingly important across industries (Joey et al. 2022). ...
... Digitalization has revolutionized the way businesses and customers interact, with online platforms blurring the lines between business and leisure and businesses needing to serve their customers at all times (Parise at al., 2016). As digital interactions become a central aspect of customer engagement (Parise et al. 2016;Pine et al. 1998), the importance of digital brand representation is becoming increasingly important across industries (Joey et al. 2022). Adopting a holistic information systems (IS) approach, enriched with brandconscious theories and practices, is proving increasingly beneficial for organizations seeking to enhance their digital presence. ...
... Though there is a relatively large amount of IS research focusing on the design of conversational agents' (CA) personality or character (Diederich et al., 2022;Elshan et al., 2022;Feine et al., 2019), very seldomly attention is paid to how the CA's personality or character represents an organization and a brand (Blut et al., 2018). As customer interactions are increasingly being dealt with by CAs being digital representatives (Parise at al., 2016), there is a genuine and acute need for knowledge of designing them aware of the brand. For example, Smestad and Volden (2019) link the CA and the organization it represents and use the five-factor personality model to analyze both. ...
Our research explores the connection between conversational agent design and brand through the lens of brand experience, a concept rooted in marketing studies. Using a design science research paradigm and workshops, we investigate the effectiveness of co-creative workshops as a design tool and identify successful workshop activities that enhance the design process of creating conversational agents that represent companies and their brand. Our analysis of data from two workshops, confirms the potential of workshops to effectively integrate branding elements into the design of conversational agents. This integration aligns agent design with brand identity, enriching the user's interaction experience. Our findings contribute to the digital representation of brands in interactive systems, providing a framework that can be applied across industries and geographies to promote a holistic user experience that resonates with the brand's core values.
... Nasabah experience atau customer experience merupakan bagian dari cusomer journey yang terjadi tanpa pertimbangan dan kesadaran (Parise et al., 2016). Menurut Schmitt dan Rogers, 2008 nasabah experience suatu proses menciptakan pengalaman yang bertujuan untuk memuaskan nasabah. ...
... Nasabah experience dengan kuat berdampak pada peningkatan jumlah pelanggan dengan mempertahankan loyalitas pelanggan dari mulut ke mulut hingga memberikan hasil peningkatan konsumsi, dan repurchase (Behare et al., 2018). Dimensi nasabah experience, yaitu immersion, flow, cognitive fit, dan emotional fit (Parise et al., 2016). ...
This research aims to examine the effect of e-service quality, e-trust and artificial intelligence on the customer experience using the BRImo app in the DKI Jakarta area in 2022. This type of research is quantitative with the multiple regression analysis method using the SPSS tool. Based on the results of research on 100 respondents with a Likert scale of 1-4, it shows that e-service quality consists of reliability, responsiveness, assurance, empathy, and tangibles. E-trust, which consists of ability, benevolence, and integrity. Artificial intelligence which consists of mechanical intelligence, analytical intelligence, intuitive intelligence, and empathetic intelligence. These three variables have a significant influence on the Nasabah experience, which consists of immersion, flow, cognitive compatibility, and emotional compatibility. As a result, a higher level of nasabah experience will increase nasabah intensity when using the BRImo app.
... These ecosystems rely on digital platforms that bridge technologies to achieve the digitalisation of organisations (Kohtamäki 2022) and drive companies to further introduce new technologies and promote innovation in business models (Yuana et al. 2021). In addition, these tools have developed a change in the relationships with both customers and employees, transferring it to the digital ecosystem (DiPietro et al. 2020;Sun and Zhang 2021), i.e., they contribute to greater stakeholder satisfaction and can be transformed into an improvement in the economic performance of the company (Parise et al. 2016;Castellacci et al. 2019). ...
... The tools that are part of this ecosystem have developed a change in both internal and external relationships, contributing to greater stakeholder satisfaction (DiPietro et al. 2020;Sun and Zhang 2021). This, in turn, can lead to improved business performance (Parise et al. 2016;Castellacci et al., 2019). ...
Due to the digital transformation, organizations have incorporated technologies in all areas of the company, creating digital business ecosystems. These in turn, with the tools that compose it, influence the satisfaction of stakeholders and business performance. The objective of this research is to know how the digital business ecosystem affects customer and employee satisfaction and whether this satisfaction has an impact on business performance. To achieve this objective, a model is proposed to which a PLS technique is applied to a sample of 1319 Spanish SMEs. The results of this innovative study show, on the one hand, a positive relationship of the digital business ecosystem with the satisfaction of both stakeholders, and, on the other hand, and as the main contribution of this study, it has been found that employee satisfaction positively influences business performance. This research offers a novel model capable of relating how the satisfaction of both customers and employees in a digital environment improves business performance. It also contributes to the literature by widening the field of study and overcomes a new gap for SMEs.
... Both the service industry perspective and service marketing theory play crucial roles in the successful management and marketing of services, with the former focusing on operational aspects and service delivery, and the latter encompassing broader marketing strategies and techniques to effectively promote and manage intangible service offerings, including the management of CX (Gronroos, 2007). As digital technology assumes paramount importance for discovering, purchasing and consuming services (Parise et al., 2016), organizations need to ensure that digitalizing CX comes with desired outcomes (Douthwaite et al., 2001;Heidenreich & Kraemer, 2016;Heidenreich & Spieth, 2013). CX can be broken down to the sum of the customer's journey with a service provider across the purchasing cycle, embodying various touchpoints (Lemon & Verhoef, 2016). ...
... Instead, it evaluates the experience of a specific customer interaction within the journey (Gahler et al., 2023). A growing body of literature addresses how technology impacts the customer journey, both positively and negatively (Herhausen et al., 2019;Parise et al., 2016;Zaki, 2019). The nature/ modality of touchpoints through which customers connect with businesses can be human or digital (De Keyser et al., 2020), resulting in potentially complex customer journeys (Lemon & Verhoef, 2016). ...
Complex services systems (CSS) involve multiple stakeholders and processes. Therefore, digitalization in CSS is not straightforward and is especially challenging in terms of delivering a smooth customer experience (CX) along their journey. In this paper, we investigate these challenges in the insurance context by interviewing Belgian customers. Our analysis reveals three complexity dimensions-offering, access, and relational-and we propose a framework to enhance digital CX in each customer journey phase. This study contributes context-specific CX insights and offers guidance to researchers and practitioners for improving digital CX in CSS. Moreover, we add to the emerging literature on managing CX in the business-to-business to consumer (B2B2C) distribution model.
... New technologies require DT at the enterprise level, which will facilitate the creation of better links between companies (it will allow a better allocation of production factors by reducing costs and improving operational efficiency [53], and it will lead to the innovation of products and processes (through increased productivity and lower costs) while having a lasting positive effect on the environment (through green technologies obtained through innovation and digital transformation) [54,55]. In addition, companies can use remote experts for assistance in various processes, which allows for better satisfaction of customer needs [56]. DT also produces effects in managerial work by improving business results at the organizational level, which leads to increased productivity [57,58] and, subsequently, incomes that will be reflected in GDP at the level of economies. ...
In the current era, the economic model that measures the dependence of the training offered by companies to their employees on certain variables allows for identifying the steps taken on account of digital transformations, given the fact that companies want to be competitive, to develop sustainably and the positive effect to it spreads globally. However, how digital transformation contributes remains unclear in both the literature and practice. Five descriptors of information on the economy in relation to the digital economy were extracted from the Eurostat database, and data on eight Eastern European countries in the period 2012–2020 served as primary data in the analysis. A generalized linear model was used as a statistical tool to infer the data series. Following the statistical regression analysis, it was found that the variable measuring the share of companies that offered training for the development/improvement of information and communication technology (ICT) skills is influenced by the combined effect of several other variables: ‘country’, ‘country × year’, ‘country × share of ICT personnel in total employees’, year × “share of ICT sector in GDP”. Based on the results, we noticed that the studied countries are included in two groups with distinct features, which influence the obtained GLZ model, showing the increase in the dependency effect or, on the contrary, the decrease in this effect.
... Over the last decade, conversation-based systems have been equipped with intelligent frameworks, for instance, the IBM Watson intelligence system in chatbots (Balakrishnan et al., 2022). Chatbots and personal assistants are widely recognised for their intelligent design, which enables them to engage in productive conversations with users and offer a wider scope of consumer interaction throughout the decision-making process (Balakrishnan et al., 2022;Moussawi et al., 2021;Parise et al., 2016). Past studies have evidenced that intelligence plays a crucial role in driving the use of AI, with problem-solving ability, the ability to innovate, and the ability to understand and deal with the nuances and irregularities of human interactions constituting its core components (Troshani et al., 2021). ...
Purpose
Artificial intelligence (AI) customer service has grown rapidly in recent years due to the emergence of COVID-19 and the growth of the e-commerce industry. Therefore, this study employs the integration of the stimuli–organism–response (SOR) and the task-technology fit (TTF) frameworks to understand the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia.
Design/methodology/approach
The study utilised a survey-based research approach to investigate the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia. The data were collected by conducting an online survey targeting individuals aged 18 or above who had prior customer service interaction experience with human service agents but had not yet adopted AI customer service. A sample of 339 respondents was used to evaluate the hypotheses, adopting partial least squares structural equation modelling as a symmetric analytic technique.
Findings
The PLS-SEM analysis revealed that social influence and anthropomorphism have a positive direct relationship with emotional trust. Furthermore, communicative competence, technology characteristics and perceived intelligence were positively correlated with TTF. Moreover, emotional trust significantly impacts AI customer service adoption. In addition, AI readiness positively moderates the association between task technology fit and AI customer service adoption.
Practical implications
The study provides insights to individuals, organisations, the government and educational institutions to improve the features of AI customer service and its development in Malaysia.
Originality/value
The originality of this study is found in its adoption of the SOR theory and TTF to understand the factors affecting AI customer service adoption. Additionally, it incorporates moderating variables during the analysis, adding depth to the findings. This approach introduces a new perspective on the factors that impact the adoption of AI customer service and offers valuable insights for practitioners seeking to formulate effective strategies to promote its adoption.
... Misalnya, program kemitraan dengan penyedia layanan cloud atau platform e-commerce dapat membantu UMKM dalam mengimplementasikan solusi teknologi yang tepat guna (Fifolt et al., 2022) Selain itu, pemanfaatan platform digital yang mudah diakses dan digunakan juga merupakan strategi efektif. Platform seperti Google My Business, Facebook Marketplace, dan Instagram Shopping memungkinkan UMKM untuk memasarkan produk mereka secara global dengan biaya rendah dan kemudahan penggunaan (Parise et al., 2016). Dengan memanfaatkan fitur analitik dari platform ini, UMKM dapat mengukur kinerja pemasaran mereka dan melakukan penyesuaian strategi berdasarkan data yang diperoleh. ...
This study aims to examine the role of information technology in driving the internationalization of Micro, Small, and Medium Enterprises (MSMEs). Using a literature study approach, this study collects data from various sources such as scientific journals, books, reports, and relevant articles. Content analysis is used to identify the main themes, code the data, and interpret the results to find patterns and relationships between variables related to the research topic. The results of the study show that information technology plays an important role in various aspects of MSME internationalization, including digital marketing, supply chain management, and international payments. The challenges faced by MSMEs in adopting information technology include resource constraints, lack of technological knowledge, and cybersecurity issues. Effective strategies for utilizing information technology for internationalization include investing in technology training, collaborating with technology companies, and utilizing easily accessible and usable digital platforms. This study concludes that support from the government and related institutions is essential to strengthen the digital ecosystem that supports MSME internationalization
... Additionally, email marketing allows marketers to reach a wider audience with minimal effort, reducing time and distance barriers. It also provides a safer way to promote products and services, as it helps mitigate legal and brand risks [59]. By using email marketing, businesses can gain a competitive advantage and increase their customer engagement and sales. ...
The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.
... Sebagian besar penelitian yang ada membahas peran karyawan dan konsumen atau dengan kata lain antara penjual dan pembeli (Al les & Gray, 2020; Zhang et al., 2022). Demikian pula dengan penelitian Wang et al. (2020) yang berusaha menunjukkan bagaimana kontribusi ekosistem bisnis secara integratif pada kepuasan pihakpihak pemangku kepentingan yang lebih besar dalam konteks bisnis secara konvensio nal serta kaitannya dengan peningkatan kinerja bisnis (Castellacci & ViñasBardolet, 2019;Parise et al., 2016;Sun & Zhang, 2021;Vasarhelyi et al., 2023). Dalam perkembangan berikutnya, trans formasi digital memungkinkan organisasi untuk mengintegrasikan teknologi dalam seluruh area perusahaan, pemangku kepentingan, dan men ciptakan ekosistem bisnis digital melalui titik ken dali algoritma. ...
Abstrak - Metafora Kuda Troya dan Akuntansi Inovasi dalam Meningkatkan Nilai Bisnis Tujuan Utama - Penelitian ini bertujuan memberi wawasan tentang peran akuntansi inovasi dalam meningkatkan nilai dan memitigasi risiko bisnis. Metode - Penelitian interpretif ini menggunakan metode studi kasus social media dan social commerce . Adapun data yang diacu terkait dengan aplikasi luaran ByteDance dan Tiktok. Temuan Utama - ByteDance mengeksekusi strategi kuda troya dalam penciptaan ekosistem bisnis. Strategi ini terwujud dalam Tiktok sebagai kuda troya, Capcut semacam “opium”, dan Tiktok Shop adalah pasukan penyerang. Implementasi pengukuran akuntansi inovasi yang mengadopsi pirate metrics dapat mempertanggungjawabkan ekosistem ini. Implikasi Teori dan Kebijakan - Akuntansi inovasi tidak meniadakan akuntansi konvensional melainkan mengisi kekosongan yang tidak terakomodasi. Bisnis internasional perlu mengkaji kondisi lingkungan eksternal secara holistik seperti aspek legal, budaya, dan politik. Kebaruan Penelitian – Penelitian ini membahas secara khusus peran akuntansi inovasi serta isu akuntabilitas pada bisnis digital. Abstract - Trojan Horse Metaphor and Innovation Accounting in Enhancing Business Value Main Purpose - This research aims to provide insight into the role of innovation accounting in enhancing value and mitigating business risks. Method - This interpretive research uses the social media and social commerce case study method. The data referred to are related to ByteDance and Tiktok output applications. Main Findings - ByteDance executes a trojan horse strategy to create a business ecosystem. This strategy is manifested in Tiktok as a trojan horse, Capcut as a kind of ‘opium,’ and Tiktok Shop as an attacking army. Implementing innovation accounting measurements and adopting pirate metrics can account for this ecosystem. Theory and Practical Implications - Innovation accounting does not negate conventional accounting but fills in the gaps that are not accommodated. International businesses must examine external environmental conditions holistically, including legal, cultural, and political aspects. Novelty - This research specifically discusses the role of innovation accounting and accountability issues in digital business.
... Furthermore, a digital business strategy frequently entails direct customer engagement in the innovation procedure, bolstering the efficiency of knowledge application in product development and delivery (Setia, Venkatesh & Joglekar 2013). By assimilating digital conduits and platforms, such as mobile applications and social media platforms, MNEs can interact with clientele instantaneously, leading to refinements in product design and enhancement (Bolton et al. 2018;Parise, Guinan & Kafka 2016). Therefore, the digital business strategy helps MNEs operating in South Africa to fully understand consumer demand, explore new product markets, obtain excess profits and promote enterprise performance. ...
Background: Chinese multinational enterprises (MNEs) are obsessed with implementing digital business strategy in global competition, but there is limited knowledge about how and when the MNEs can achieve performance. Aim: This study aims to clarify the influence of digital business strategy on MNEs’ performance in South Africa, and whether this impact is mediated by exploratory and exploitative learning and moderated by organisational memory level and dispersion. Setting: Senior executives from the MNEs participated in the year-long survey. Before the survey, the participants were communicated and agreed, and the survey was completed by email. Method: Two-stage data from 314 MNEs in South Africa were obtained. Hierarchical regression analysis and Hayes Process Macros were used. Results: The results show that digital business strategy positively influenced performance, and the relationship was mediated by exploratory and exploitative learning. Organisational memory level and dispersion had an inverted U-shaped moderating effect on the relationship between digital business strategy and exploratory and exploitative learning. Conclusion: This study provides the first insight into the relationship between digital business strategy and MNEs’ performance in South Africa. It reveals the mediating mechanism and boundary conditions of this relationship, making an important contribution to the literature concerning digital business strategy. Contribution: This study encourages MNEs in South Africa to implement digital business strategies according to local conditions. What’s more, exploratory and exploitative learning is a strategic process that cannot be ignored, and moderate organisational memory can help these MNEs benefit from digital business strategy better.
... As such, this calls for a very high level of transparency that can foster trust. The transparency will involve quality control checks, shedding light on risks and issues before they happen, and building a culture of shared goals [170]. All entities understand that transparency is crucial for their operations. ...
The existence of trust in the work environment is significant to organizational performance and competitiveness in an increasingly universal market (Combs et al., 2015). Several studies (Olivier, 2017) (Stephanie et al., 2014) has showed that promoting trusting relationships by an organization is an essential criterion of competitive advantage. Organizations that enhance of trust internally and externally earn advantages such as, attract loyal customers, high performance by employee and good position in market (Roderick and Roy, 2010). Furthermore, trust has several benefits on firms' outcomes such as increase sales, high profits, minimize worker turnover and employees achieve high level of cooperation among others. Lack of trust in government threatens the desire of people and business obey to government policies and participate to a potential economic recovery (Tao and Yunfan, 2010). The validity of organizations is construct based on the presence of trust and is significant for preserving social cohesion. A study was conducted by (Nils and Darja, 2008) showed that the impact of lacking trust in an organization resulted in several disadvantages such as, reduction in performance, work quality, sharing information, spirits of workers and increase in group combats. In addition, the employees prefer individual interest over group interest and expect negative comments from the manager. This result in, high supervision from mangers on employees that decreased the level of trust. Therefore, the presence of trust is essential to governments, organizations both public and private in providing services.
... This approach will ultimately have a significant impact on overall customer satisfaction. Studies conducted by Li and Kannan (2014); Parise et al (2016) highlighted the importance of realtime customization in improving customer satisfaction. Electronic personalization refers to the process of modifying content and recommendations based on users' immediate interactions Toch et al (2012), resulting in an interactive and adaptable online environment. ...
... For instance, the welcoming chime when entering a store or the distinctive ringtone of a customer service line serves as auditory cues that begin the consumer's brand experience . At this pivotal juncture, auditory touchpoints become essential in laying the foundation for brand identity (Parise et al., 2016). A distinct space is carved out in the consumer's auditory memory by sonic branding, whether it is through memorable jingles or unique sound logos. ...
This chapter analyses the pivotal role of sound in shaping the customer journey and elevating brand experiences. We explain the profound influence of auditory elements, in particular sound, music, silence, or noise, on consumer perception and behavior. By demystifying sonic branding and its implications for brand experiences, we highlight the often-overlooked potency of sound in creating memorable customer experiences. Finally, we draw on a real-world case study of Intel to illustrate sound strategies that have been successful for businesses.
... A harmadik kialakuló digitális terek transzformációs és tapasztalati potenciáljának elismertetésére irányuló közelmúltbeli szándékokhoz kapcsolódik (pl. Scholz & Smith, 2016;Scholz & Duffy, 2018;Rauschnabel et al., 2019;Poncin & Mimoun, 2014;Parise et al., 2016;Javornik, 2016), vagy a kiterjesztett valósággal foglalkozik (pl. Papagiannidis et al., 2013;Pantano & Servidio, 2012;Loureiro et al., 2019;Kang et al., 2020;Cowan & Ketron, 2019a;Hyun & O'Keefe, 2012;). ...
Korábbi kutatásaim során vizsgálatokat végeztem arra vonatkozóan, hogyan lehet személyre szabott jelenbeli, valamint életképes és jövőálló szervezetfejlesztési megoldásokat kialakítani a design, mint szellemi alap, a technológia, mint eszközoldali alap, és a marketing, mint megvalósítási terület fúziójával, hibrid fenntarthatósági megoldásként, mely hidat képez a fizikai és a virtuális jelenlét között. Az itt kapott eredményeket használom fel e tanulmány során, amely a marketing hét, akár egymással egyidőben is jelen lévő döntéshozatali szintjét azonosítja. Legújabb foka a meta, vagyis a fizikait a virtuálissal összekötő tér, amely mindennapjaink folyamatainak egyre növekvő arányát foglalja magába és alapvetően megváltoztatja a fogyasztók és a cégek interakcióját. A koncepció fejlődése egy szűk perspektívából - ami egyetlen fizikai tér - átvezet egy szélesebb perspektívába, ahol több hiperkapcsolatú virtuális tér találkozik. Végeredményben a marketingszakemberek számára számos új lehetőség nyílik meg a fogyasztók teljesen új módon történő bevonására, miközben a márkainnováció új irányokba fordítható. A tanulmány alátámasztja, hogy a jövő marketingstratégiáinak sikere a mesterséges intelligencia technológiák hálózatba kötött, hatékony alkalmazásától függ, amely jelentős versenyelőnyt biztosíthat, az eredményesség azonban az eddigiektől különböző megközelítést kíván. A kutatás közel száz tudományos írás és félszáz üzleti szakember nézeteinek elemzése alapján tesz javaslatot a marketing digitális terekben történő hatékony alkalmazására.
... Horváth (2007) discussed only the application, bene ts, and drawbacks of internet-based channels. To learn how businesses are utilizing digital technology to transform the consumer experience, (Parise et al., 2016) conducted in-depth interviews with more than 35 shops, large-scale surveys with international shoppers, and pilot projects with stores and banking institutions. The ndings of a study on the possibility of offering nancial services without banks are presented in this study. ...
Digitalization has been transforming the banking sector in India, and it has brought about numerous changes in the way banks operate and serve customers. Our study paradigm, which is based on earlier studies defines Consumer Digital Experience as a formative latent construct that is determined by three factors: Digital Product Offerings, Digital Business Environment, and Frontline Equipment. In addition, and in keeping with other research, we think of Consumer Reliability as a single latent construct with distinct elements expressing its following aspects, word of mouth and satisfaction. This paper discusses the impact of the Consumer Digital Experience on consumer reliability in the Indian banking system. The main tool for analyzing the impact we use Exploratory factor Analysis to define our number of factors then we perform the Structural Equation Modeling to find the relationship between Consumer Digital Experience and consumer reliability in the banking sector. The results of the study confirm that Consumer Digital Experience has a very strong impact on consumer reliability especially the frontline digital equipment plays a crucial role in increasing consumer trust with respect to the current digital era while other factors also have an association with consumer reliability but at a very small level. Consumers are more concerned with the digital equipment installed in the banks.
... The use of mobile apps allows customers to obtain data related to products in an easy way, can be compared with similar products or other products, purchased, reviewed, assessed, and can share information related to these products (Grewal et al., 2017). In addition, users can also access various attractive promotions, discounts, and services available (Parise et al., 2016). Therefore, mobile apps have the potential to play an important role in influencing the relationship between customers and sellers. ...
The occurrence of the internet in accessing information has changed the way people view shopping activities. Currently, shopping can be done anywhere and anytime without having to do mobility due to the available mobile apps. This study aims to analyze how much influence cognitive customer experiences and affective customer experiences have on customer satisfaction in Fore Coffee consumers who use mobile apps. Methods of data collection using interviews and questionnaires using a Likert scale and determining the sample in this study were 100 respondents using nonprobability sampling technique with purposive sampling method. To analyze the data in this study, multiple linear regression analysis was used with the help of SPSS version 25 software. The findings show that cognitive customer experiences have a significant effect on customer satisfaction, affective customer experiences have a significant effect on customer satisfaction, and cognitive customer experiences and affective customer experiences have a significant effect on customer satisfaction.
... In recent years, the digital environment has facilitated interactions between customers and the exchange of information among various market participants. Customer segmentation and consumer personalization are naturally linked [38], requiring digital companies to radically change how they deal with customers [27]. Therefore, technology-based BMs further emphasize that companies must closely consider customer needs in a rapidly changing and complex environment [37]. ...
Research interest in business model innovation (BMI) has increased in highly competitive environments. However, there has been a relative lack of empirical case studies on how companies have built continuous BMI for sustainable success and growth in today’s complex technology and volatile customer environments. We adopted the “BMI Customer–Resource (CR) matrix” framework by focusing on the customer and resource as the critical determinants of sustained BMI success in technology companies. The first finding of this paper is to develop and expand a conceptual framework for analyzing the sustainable growth and success of leading technology companies. By examining Google’s 14 BMs with the CR-matrix, we derived five propositions about the success conditions for sustained BMI. We compared them to existing research on Amazon.com, finding four similarities and three differences. We also made an empirical contribution that reveals that conducting BMs while appropriately exploring and leveraging new or existing customers and resources can affect a company’s sustainable success.
... Banking and financial sectors are the cores of economic growth by providing investment, services, and capital to global economies (Ravenhill, 2017;Swift, 2001;Dapp, 2017). Determined by these challenges, financial institutions and banks have been executed by distributing their facilities using this network (Parise et al., 2016). Internet banking provides traditional and new facilities to its customers at a low-cost structure of banking that comprises traditional products and services like payment of bills, statements of accounts, balance inquiry, and fund transfer. ...
Based on the notion of e-Readiness, this research aims to provide a detailed and original explanation of the factors that may affect the adoption of E-Banking, which is the relatively latest variant of conventional banking in Pakistan. This research is designed to evaluate the opportunities and constraints of the E-Banking system and to find the socio-economic determinant of adoption to propose the policy implications to increase the efficiency of the online banking system in Pakistan. The primary data were collected with the help of a well-structured questionnaire and a well-designed survey. A sample of 600 respondents was selected by stratified simple random sampling technique. Collected data was organized and analyzed. The results indicated that family sizes, age of the respondent, education of the respondent, and income of the households were observed as the important socio-economic characteristics of e-banking adoption. The constraints relating to socio-economic, financial, demographic, and technological factors are highly ranked by respondents. Variables related to financial and institutional factors are ranked low as banking is an efficient sector in Pakistan, and a competitive environment ensures the efficacy of the banking system. Results of the probit model showed that Age of Customer education, personal income, working hours, gender, remittances, credit card user, and distance from bank branch.
Zunehmend bieten deutsche Einzelhändler Apps an, um das stationäre Einkaufserlebnis durch digitale Services zu verbessern. Gleichzeitig existiert Forschung, die sich mit dem Einsatz von Apps im Einzelhandel, etwa mit Blick auf Anforderungen Konsumierender oder mit konkreten Funktionen auf technischer Ebene beschäftigt. Dieses Buchkapitel untersucht, inwiefern die bestehenden Erkenntnisse der Forschung mit der praktischen Realität übereinstimmen, und betrachtet dazu 42 Apps der 50 größten deutschen Einzelhändler hinsichtlich Funktionen im Kontext des stationären Einkaufens. Insgesamt werden 23 Funktionalitäten identifiziert. Die Ergebnisse zeigen, dass ein großer Teil der Apps etwa einen Storefinder, eine Einkaufsliste und ein Loyalty-Programm anbietet. Gamification oder Augmented Reality dagegen werden in der Literatur stark diskutiert, finden bisher jedoch kaum praktische Anwendung. Praktische Handlungsimplikationen und weiterführende Forschungsvorhaben werden skizziert.
The rise of Over-the-Top (OTT) video platforms has transformed the way users access and interact with video content. With growing competition, it is crucial for OTT providers to improve customer experience. This chapter integrates digital transformation initiatives tailored to OTT video platforms to enhance the customer experience in the agile market. The growth of OTT video platforms depends on their ability to formulate digital transformation strategies to enhance customer experience. The key digital transformation initiatives implemented by OTT platforms to enhance the customer experience are personalisation, content curation, social media interactivity, user interface optimisation, community building, technological innovation, optimisation of monetisation plans, multi-device integration, interactive initiatives, and customer support. This chapter highlights the importance of digital transformation initiatives for meeting consumers evolving preferences and demands. This chapter offers actionable guidelines for OTT video platforms seeking to thrive in a dynamic digital landscape.
The relentless pursuit of technological advancements has ushered in a new era where artificial intelligence (AI) is not only a powerful tool but also a critical economic driver. At the forefront of this transformation is Generative AI, which is catalyzing a paradigm shift across industries. Deep generative models, an integration of generative and deep learning techniques, excel in creating new data beyond analyzing existing ones, revolutionizing sectors from production and manufacturing to finance. By automating design, optimization, and innovation cycles, Generative AI is reshaping core industrial processes. In the financial sector, it is transforming risk assessment, trading strategies, and forecasting, demonstrating its profound impact. This paper explores the sweeping changes driven by deep learning models like Large Language Models (LLMs), highlighting their potential to foster innovative business models, disruptive technologies, and novel economic landscapes. As we stand at the threshold of an AI-driven economic era, Generative AI is emerging as a pivotal force, driving innovation, disruption, and economic evolution on a global scale.
Since the launch of Pokémon Go, augmented reality (AR) has been one of the main research areas within new technologies. Integrating digital elements into the physical world presents exceptional opportunities for different sectors, enabling enhanced interactions and experiences. This study conducts a systematic review of AR literature, highlighting the main theories, theoretical frameworks, and research methodologies employed. It also classifies the main types of AR devices and the diverse contexts in which they are applied. Through a comprehensive thematic analysis, four principal areas of current research are identified: (1) media characteristics and consumer outcomes, (2) psychological influential factors and outcomes, (3) AR app features and technology adoption, and (4) recommendations for implementation in the industry and advantages. Furthermore, the study provides key insights and introduces the consumer‐centered AR framework. The article concludes by proposing a future research agenda, highlighting prospective studies that can contribute from the perspective of the content, context, device, and consumer, as well as avenues for future research from a methodological perspective.
The systematic literature review investigates the impact of artificial intelligence (AI) on marketing, with a focus on client perspectives, using the PRISMA model. It examines how AI technology might improve customer service efficiency and increase the level of personalization in customer interactions while delving further into privacy and ethical problems. The report emphasizes how critical it is to strike a healthy balance between leveraging AI's benefits and preserving customer confidence. Moreover, it highlights customers' persistent desire for face-to-face contacts during service encounters, implying that in spite of technology breakthroughs, human connection and emotional intelligence are still essential. These revelations illustrate the intricate relationship that exists between technical progress and providing human- centered services, emphasizing the necessity for businesses to incorporate AI in ways that enhance, rather than replace human interaction.
This study delves into the critical domain of customer-centric reverse logistics in online retail, a pivotal yet often overlooked aspect of e-commerce operations. Recognizing the escalating significance of efficient return processes in shaping customer satisfaction and loyalty, this research centers on key features such as flexible return windows, 24/7 return initiation, drop-off points, scheduled pickups, real-time tracking, and personalized communication. Through a comprehensive mixed-methods approach, encompassing a survey of 425 respondents and qualitative interviews with industry experts, the study scrutinizes the impact of these customer-centric elements on the overall return experience. The findings shed light on the nuanced relationships between specific features and customer satisfaction, offering practical insights for e-commerce traders aiming to optimize their reverse logistics strategies. As online retailers navigate an increasingly competitive landscape, understanding and enhancing the return experience emerges as a strategic imperative, influencing brand perception and fostering customer loyalty in the digital marketplace.
This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through a survey of 441 respondents. Data analysis was conducted using partial least squares structural equation modeling. The research findings revealed that there are a total of 11 constructs: customer experience, customer satisfaction, customer loyalty, word-of-mouth, trust, perceived risk, security and privacy, web content, perceived price, perceived value, and service quality. Furthermore, twelve relationships were established between these constructs, which led to the development of a holistic conceptual model. The identified constructs and the relationships between them are hierarchized, which has practical implications for businesses. It allows them to concentrate on operational activities and formulate and implement strategies that are valued by consumers and supported by empirical evidence. The originality and value of this research lie in the conception and development of a comprehensive e-commerce model, which includes eleven constructs and twelve relationships. It also highlights the pivotal role of the customer experience.
Platform perjalanan online telah membawa vitalitas baru bagi pembangunan berkelanjutan industri pariwisata dengan munculnya era digital. Meskipun telah menarik perhatian akademis, ada kurangnya penelitian yang mengeksplorasi dampak teknis dari kualitas platform perjalanan pada kepuasan pelanggan. Artikel ini membangun model sistem informasi inovatif berdasarkan model keberhasilan sistem informasi dan teori manajemen yang dipersonalisasi. Model ini mengukur dampak dimensi terkait personalisasi elektronik dari platform perjalanan online pada kepuasan pelanggan elektronik dengan membangun sistem informasi berkualitas tinggi. Penelitian ini tidak hanya memberikan perspektif baru untuk mengeksplorasi penelitian kepuasan pelanggan pada platform perjalanan online tetapi juga memperkaya teori manajemen pemasaran yang dipersonalisasi dari situs web perjalanan (Apps) dan memberikan perspektif dan ide baru untuk penelitian di bidang terkait.
Law office tracking system is a digital solution used in today's legal practice to ensure that work is carried out efficiently and regularly. With the rapid development of technology, law offices also save time and resources by moving their transactions to digital platforms. These systems offer many functions such as case tracking, client management, document archiving, calendar and appointment management, alleviating the workload of lawyers and allowing them to work more strategically. Modern law firms can manage client relationships more effectively by using these systems. They make litigation processes more transparent and traceable and minimize the error rate. Especially in large-scale offices, it has become almost impossible to carry out critical functions such as file tracking and process management using manual methods. For this reason, digital tracking systems both increase the competitiveness of offices and increase the quality of legal services. In this web-based study, an application that provides solutions to all these problems has been developed and this application is explained in detail.
Purpose
In the dynamic landscape of the digital economy, companies are increasingly adopting omnichannel integration strategies to enhance customer experiences. However, the interplay between this strategy and digitalisation in fostering brand trust remains uncharted. Drawing on the social exchange and psychological reactance theories, this study ventures into unexplored territory by examining the impact of omnichannel integration and digital value on brand trust building. It also delves into the boundary roles of customers’ psychological perceptions, both positive (customer empowerment) and negative (privacy concerns and perceived deception), in this process.
Design/methodology/approach
This study conducted an online survey of 595 omnichannel users in China and validated the model using partial least squares structural equation modelling (PLS-SEM).
Findings
This study’s results have significant implications for businesses. They show that customer perception of omnichannel integration and perceived digital value are critical drivers of omnichannel brand trust, with customer empowerment playing a mediating role. Notably, the study also reveals that customers’ negative psychological perceptions can have different moderating effects, highlighting the need for businesses to address these concerns in their omnichannel strategies.
Originality/value
This study breaks new ground in marketing research by highlighting the benefits of omnichannel integration and incorporating digital perspectives. It demonstrates the positive impact of blending customer perception of omnichannel integration and perceived digital value on brand trust formation. Furthermore, it explores the boundary roles of customers’ psychological perceptions in this process, offering a unique and comprehensive perspective.
Covid-19-pandemia joudutti museoiden digiloikkaa ja museot ovat tuottaneet enenevissä määrin virtuaalinäyttelyjä kokoelmistaan. Virtuaalimuseot mahdollistavat kulttuuriperinnön saatavuuden ajasta ja paikasta riippumatta ja niitä voidaan hyödyntää myös uusien kävijöiden ja kohderyhmien tavoittamiseen. Museot kilpailevat muiden elämyksellisten palveluntarjoajien kanssa, mutta niillä on haasteita tavoittaa nuoria kävijöitä. Z-sukupolveen kuuluvat ovat aiempiin sukupolviin verrattuna kiinnostuneempia kestävästä kehityksestä ja he kuluttajina arvostavat kokemuksia tuotteita enemmän. Museoiden pyrkiessä kasvattamaan kävijäkuntaansa sekä museoiden tuottamien virtuaalinäyttelyiden lisääntyessä on olennaista selvittää millaiseksi kokemukseksi nuoret asiakkaat mieltävät virtuaalimuseossa vierailun.
Tutkimusta Z-sukupolven virtuaalisesta museokokemuksesta on vähäisesti. Tämä tutkimus pyrkii osaltaan lisäämään ymmärrystä virtuaalinäyttelyn ominaispiirteistä museokontekstissa ja tekijöistä, jotka vaikuttavat z-sukupolven virtuaaliseen asiakaskokemukseen. Tutkimus toteutettiin laadullisena tapaustutkimuksena, jonka aineisto kerättiin ääneenajattelumetodia sekä haastatteluja hyödyntäen. Museovierailuihin ääneenajattelumetodia hyödyntäen sekä haastatteluihin osallistui 10 Z-sukupolveen kuuluvaa henkilöä. Ääneenajattelumetodi mahdollisti kävijän museovierailuprosessin tarkastelun. Aineiston analyysissa hyödynnettiin abduktiivista päättelyä sekä sisällönanalyysia.
Tutkimuksen tulokset tukivat aiempaa tutkimusta. Tutkimuksen tuloksena muodostettiin teoreettinen viitekehys z-sukupolven virtuaalimuseokokemuksesta, jota on täydennetty empiirisillä havainnoilla. Viitekehys kuvaa Z-sukupolven virtuaalimuseokokemusta, jossa keskeisiä elementtejä ovat teknologia, virtuaalisuus, immersiivisyys ja moniaistillisuus. Näitä tekijöitä tarkastellaan osana kävijän museovierailuprosessia. Tutkimuksessa huomattiin äänen ja kuvan yhteensopivuuden, pelillistämisen, vuorovaikutuksellisuuden sekä kävijää itseään kiinnostavan aiheen vaikuttavan positiivisesti Z-sukupolven virtuaalimuseokokemukseen.
Tutkimus vahvistaa aiempia käsityksiä Z-sukupolvesta kuluttajina ja museokävijöinä ja tutkimuksen tuloksia voidaan hyödyntää Z-sukupolven virtuaalimuseokokemuksen tarkastelussa. Lisäksi tutkimus tarjoaa hyödyllistä tietoa toimialalle. Tutkimusta on arvioitu niin validiteetin kuin reliabiliteetin kautta. Tutkimuksen tulokset luovat pohjaa virtuaalisen asiakaskokemuksen jatkotutkimukselle museokontekstissa.
Platform perjalanan online telah membawa vitalitas baru bagi pembangunan berkelanjutan industri pariwisata dengan munculnya era digital. Meskipun telah menarik perhatian akademis, ada kurangnya penelitian yang mengeksplorasi dampak teknis dari kualitas platform perjalanan pada kepuasan pelanggan. Artikel ini membangun model sistem informasi inovatif berdasarkan model keberhasilan sistem informasi dan teori manajemen yang dipersonalisasi. Model ini mengukur dampak dimensi terkait personalisasi elektronik dari platform perjalanan online pada kepuasan pelanggan elektronik dengan membangun sistem informasi berkualitas tinggi. Penelitian ini tidak hanya memberikan perspektif baru untuk mengeksplorasi penelitian kepuasan pelanggan pada platform perjalanan online tetapi juga memperkaya teori manajemen pemasaran yang dipersonalisasi dari situs web perjalanan (Apps) dan memberikan perspektif dan ide baru untuk penelitian di bidang terkait
Purpose
This research is the first to use bibliometric analysis to provide insight into the landscape and forecast the future of customer experience research in the banking sector.
Design/methodology/approach
We used bibliographic coupling and co-word analysis to delineate the existing knowledge structure after reviewing 338 articles from the Web of Science database.
Findings
The bibliographic coupling analysis revealed five key clusters: customer engagement and experience in digital banking; customer experience and service management; customer experience and market resilience; digital transformation and customer experience; and digital technology and customer experience—each representing a significant strand of current research. In addition, the co-word analysis revealed four emerging themes: customer experience through AI and blockchain, digital evolution in banking, experience-driven ecosystems for customer satisfaction, and trust-based holistic banking experience.
Practical implications
These findings not only sketch an overview of the current research domain but also hint at emerging areas ideal for scholarly investigation. While highlighting the industry’s rapid adaptation to technological advances, this study calls for more integrative research to unravel the complexities of customer experience in the evolving digital banking ecosystem.
Originality/value
This review presents a novel state-of-the-art analysis of customer banking experience research by employing a science mapping via bibliometric analysis to unveil the knowledge and temporal structure.
This theoretical investigation delves into the domain of digital transformation strategies, surpassing traditional screen-centric approaches. Entitled "Transcending Screens: Formulating Digital Transformation Strategies for Enhanced Customer Satisfaction," the research explores the dynamic landscape of technology integration to elevate customer experiences. By questioning the prevalent screen-focused paradigm, this study explores alternative pathways for digital transformation, advocating for a holistic approach that extends beyond conventional interfaces. The research posits that achieving optimal customer satisfaction in the digital age requires a comprehensive reassessment of strategies, embracing innovative methods that surpass the confines of screens. The development of theoretical frameworks aims to clarify how organizations can harness emerging technologies like augmented reality, virtual assistants, and immersive experiences to cultivate more profound connections with customers. This abstract underscores the study's dedication to advancing theoretical comprehension, prioritizing conceptual foundations over empirical validation, and emphasizing their pivotal role in shaping effective digital transformation strategies. By venturing into unexplored realms beyond screens, this research endeavors to offer valuable insights for businesses seeking to revolutionize their customer satisfaction paradigms within the ever-evolving digital landscape.
Purpose
This study aims to clarify why and when digital business strategy (DBS) helps manufacturing firms generate value co-creation (VC) with different stakeholders in the digital context of China. This study considers external network capability (ENC) and internal network capability (INC) as mediation mechanism, and strategic flexibility (SF) as theoretical boundary.
Design/methodology/approach
Questionnaires were used and filled out by executives from manufacturing firms. The manufacturing samples from 289 different fields in China were used for hypothesis testing, and the structural equation model was the main analytical method.
Findings
This study found that DBS of manufacturing enterprises has a positive impact on VC. Specifically, DBS affects firm-partner VC and firm-consumer VC through the indirect positive effect of ENC, and affects firm-employee VC through INV. The positive effects of ENC on firm-partner VC and firm-consumer VC, as well as INC on firm-employee VC, are weak at high (or low) SF, and are strongest at moderate SF.
Practical implications
This study provides manufacturing firms with practical insights into why and when they can implement DBS to generate VC, with a particular emphasis on the weighted role of SF.
Originality/value
This study spotlights gaps in the literature on why and when manufacturing firms can reap the benefits of DBS, focusing on one important business outcome – VC. The authors clarify the mediating role of differences in ENC and INC, as well as the inverted U-shaped moderating role of SF.
The adoption of augmented reality (AR) represents an extraordinary opportunity to enrich the value of the customer brand relationship, especially in fashion retail. Many firms utilise AR technology to enhance the consumer online shopping experience. In the retail industry, AR is gaining increasing traction as a means of improving the customer experience overall. Considering the varied value luxury fashion consumer holds, the purpose of this chapter is to contribute to existing literature and provide insight into the extent to which AR has proliferated in luxury fashion retail.
Although AR has shown that it can enhance the consumer experience, its interactive features are still in the early stages of consumer adoption. Immersive excitement in the shopping experience increases sales and improves consumer engagement. Attracting and engaging the consumer with AR may provide luxury brands with an e-tool to help them lead in the luxury retail sector, which is becoming increasingly competitive. With AR, interactivity, augmentation, immersion, vividness and personalisation have been identified as core characteristics. Hedonic and utilitarian values are also provided through AR, improving the consumer decision-making process. The effect AR can have on luxury fashion can be understood further using the SOR model. Building on this logic, “when an individual encounters a stimulus (S), he/she develops internal states (O), which in turn dictates his/her responses (R)” (Mehrabian & Russell, An approach to environmental psychology. The MIT Press, 1974, p. 298).
Purpose
The purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible marketing applications.
Design/methodology/approach
The study conducted a systematic review and bibliometric analysis of 103 papers on AR-marketing to identify the most prevalent topics and conceptual frameworks. Performance analysis and science mapping were utilized to examine the key marketing domains influenced by AR.
Findings
The analysis revealed that AR has had the biggest impact on marketing domains such as consumer acceptability, customer interactivity, retail, and destination marketing.
Practical implications
The results of this study provide organizations with insights into the current state of AR-marketing, enabling them to successfully use AR to improve their marketing strategies. Furthermore, the study highlights potential areas for further research and development in AR for marketing.
Originality/value
This research offers a valuable, comprehensive overview of AR’s role in marketing by systematically reviewing and analyzing the existing literature. The findings open doors for organizations and researchers to explore AR’s potential applications in marketing strategies and future research opportunities.
This article examines the issue of child labor exploitation on YouTube through the phenomenon of “kidfluencers” ‐ children who create video content and gain a large following on the platform. It discusses kidfluencing within the framework of digital capitalism and platform capitalism, where companies monetize users' data. While kidfluencing can allow children to be creative and gain income, it also risks exploiting their labor and compromising their privacy and well‐being. The article analyzes several popular kidfluencer YouTube channels and finds that some children are producing content in a way that resembles intense work. It highlights how digital capitalism leads to the commodification and alienation of digital labor. While kidfluencers benefit platforms and brands through promotion, they may not receive fair compensation for their efforts. The involvement of parents also raises issues about children's autonomy and protection. Overall, the article argues that while kidfluencing seems like casual play, in some cases it amounts to a hidden form of child labor that fails to uphold children's rights. It calls for stronger regulations to ensure kidfluencers are not subject to exploitation of their immaterial labor.
The goal of the study is to conduct a systematic literature review and bibliometric analysis to look at the publication patterns in the field of augmented reality (AR) because it has a rich intellectual structure and would be useful for identifying new research trends. The study examined 278 documents from Scopus that were published between 1999 and 2022. Biblioshiny software was used to conduct performance analysis and science mapping analysis. The findings of the study examined the corpus performance, country performance, authors’ performance, journal performance and article performance along with the methodological preferences of researchers in relation to AR in retailing. The prominent topics in the field include artificial intelligence, new devices and other emerging technologies, adoption of AR in retail and AR experience in e-commerce.
Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID-19
In the ever-evolving landscape of business, management sciences have consistently served as the compass guiding organizations through the complexities of operational efficiency, strategic planning, and human resource development. As we stand on the cusp of a new era, the digital revolution presents both unparalleled opportunities and formidable challenges that will redefine the essence of management.
The advent of digitization has been a catalyst for change, propelling industries into the future at an unprecedented pace. The integration of advanced technologies such as artificial intelligence, machine learning, and the Internet of Things has transformed the traditional paradigms of management. These technologies have not only streamlined processes but also opened new avenues for innovation and competition.
One of the primary challenges in this digital age is the management of data. Another significant challenge is the digital disruption of business models. Furthermore, the digital workplace has redefined the concept of team management and collaboration.
As digitization reshapes the business landscape, management sciences must embrace the change, leveraging new technologies to address the challenges of data management, business model disruption, digital workplaces, and ethical governance. The future of management will not be about resisting the digital wave but rather about riding it with skill, foresight, and an unwavering commitment to innovation and ethical responsibility. The leaders who will emerge victorious in this new frontier are those who view these challenges as stepping stones to a more dynamic, efficient, and connected world.
According to a current GfK study, 60% of respondents use more than three mobile
devices to inform themselves online about products and services (GfK, 2018). The
research behaviour is independent of whether the service is later purchased on the
Internet or stationary. Driven by digitalization, the number of possible online and
offline customer touchpoints of brands has increased considerably and companies
are therefore increasingly required to manage these contact channels in a targeted
manner. Especially in digitalization, not all touchpoints that are decisive for the
customer in the decision-making process can be controlled directly by the
company: Rating platforms, social media and other online ratings with very high
reach are available to customers at any time, but are determined by user-generated
content (UGC). In a growing service economy, the success of service providers is
increasingly dependent on customer-oriented touchpoints. This creates new
challenges for companies with regard to digital and analog customer journeys in
marketing, especially with regard to indirect touchpoints.
Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID-19 pandemic have further accelerated the need for digital transformation and its effects on consumers. This necessitates an editorial perspective on this most important topic in order to establish future research agenda encompassing the various dimensions of digital transformation.
The purpose of this editorial perspective is to review research on digital transformation from a multi-disciplinary viewpoint and provide insights into several key domains — Internet-of-Things, social media, mobile apps, artificial intelligence, augmented and virtual reality, the metaverse, and corporate digital responsibility — that are poised to fuel the pace of digital transformation. Each domain is analyzed through a lens of introduction, role, importance, multifaceted impact, and conclusions. Future research directions are suggested.
Amaç –Bu çalışmanın amacı bankaların ve İslami kurallara uygun olarak faaliyet gösteren katılım bankalarının kullandırdıkları tüketici kredileri (katılım bankaları açısından tüketicilere fon kullandırımı) ve kredi kartı hacminin enflasyon üzerindeki etkilerini ortaya koymaktır. Yöntem –Bu amacı gerçekleştirmek için Türkiye örneği üzerinde 2005-2022 dönemi verileri incelenmiştir. Çalışma bankacılık sektörü ve katılım bankacılığı alanını temsil eden değişkenler yardımıyla tüketici kredileri (katılım bankacılığı açısından tüketicilere yönelik fon kullandırma hacmi) ve kredi kartı hacminin tüketici fiyatları endeksi (TÜFE) üzerindeki etkisini ele almaktadır. Değişkenler arasındaki nedensellik ilişkisi Toda-Yamamoto prosedürünü Fourier fonksiyonu (FTY) ile zenginleştiren nedensellik testi ileanaliz edilmiştir. Bulgular –Yapılan analiz sonuçlarına göre Katılım bankalarına ait değişkenlerin hiçbiri için (tüketici fon kullandırma hacmi, kredi kartları, bireysel kredi kartları ve kurumsal kredi kartları) TÜFE ile bir nedensellik ilişkisi bulunamamıştır. Bankacılık sektörü kredi hacmini temsil eden değişkenler için ise (tüketici kredileri, kredi kartları, bireysel kredi kartları ve kurumsal kredi kartları) her birinin ayrı ayrı TÜFE ile literatürle uyumlu şekilde karşılıklı nedensellik ilişkisi tespit edilmiştir.Tartışma –Bankacılık sektörüne ait ortaya çıkan sonuçlar önceki literatür çalışmalarını desteklemektedir. Türkiye örneği üzerinden bu nedenselliğin net bir şekilde ortaya koyulması ise literatüre ayrıca önemli bir katkı sunmaktadır. Katılım bankacılığı ile ilgili nedensellik bulunmadığına ilişkin tespit ise literatüre yeni ve önemli bir kazanım sunmaktadır. Katılım bankaları açısından bulunan bu değerli sonucun nedenleri ve diğer ülkeler için de geçerli olup olmadığı bundan sonraki araştırmalarla geliştirilmelidir.
Purpose-The aim of this study is to reveal the effects of the volume of consumer loans (fund disbursement to consumers in terms of participation banks) and credit cards on inflation by banks and participation banks operating in accordance with Islamic rules.Design/methodology/approach –In order to achieve this objective, data for the period 2005-2022 are analyzed for the case of Turkiye. The study examines the effect of consumer loans (the volume of fund disbursement to consumers in terms of participation banking) and credit card volume on the consumer price index (CPI) with the help of variables representing the banking sector and participation banking. The causality relationship between the variables is analyzed with a causality test that augments the Toda-Yamamoto procedure with the Fourier function (FTY).Findings –According to the results of the analysis, no causality relationship was found with the CPI for any of the variables of participation banks (consumer fund disbursement volume, credit cards, individual credit cards and corporate credit cards). On the other hand, for the variables representing the loan volume of the banking sector (consumer loans, credit cards, individual credit cards and corporate credit cards), a reciprocal causality relationship was found for each of them separately with the CPI in line with the literature.Discussion –The results of the banking sector support previous literature studies. In addition, revealing this causality clearly through the example of Turkiye also makes an important contribution to the literature. The finding that there is no causality regarding participation banking presents a new and important gain to the literature. The reasons for this valuable result in terms of participation banks and whether it is valid for other countries should be developed by further research.
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Amaç –Bu çalışmanın amacı bankaların ve İslami kurallara uygun olarak faaliyet gösteren katılım bankalarının kullandırdıkları tüketici kredileri (katılım bankaları açısından tüketicilere fon kullandırımı) ve kredi kartı hacminin enflasyon üzerindeki etkilerini ortaya koymaktır. Yöntem –Bu amacı gerçekleştirmek için Türkiye örneği üzerinde 2005-2022 dönemi verileri incelenmiştir. Çalışma bankacılık sektörü ve katılım bankacılığı alanını temsil eden değişkenler yardımıyla tüketici kredileri (katılım bankacılığı açısından tüketicilere yönelik fon kullandırma hacmi) ve kredi kartı hacminin tüketici fiyatları endeksi (TÜFE) üzerindeki etkisini ele almaktadır. Değişkenler arasındaki nedensellik ilişkisi Toda-Yamamoto prosedürünü Fourier fonksiyonu (FTY) ile zenginleştiren nedensellik testi ileanaliz edilmiştir. Bulgular –Yapılan analiz sonuçlarına göre Katılım bankalarına ait değişkenlerin hiçbiri için (tüketici fon kullandırma hacmi, kredi kartları, bireysel kredi kartları ve kurumsal kredi kartları) TÜFE ile bir nedensellik ilişkisi bulunamamıştır. Bankacılık sektörü kredi hacmini temsil eden değişkenler için ise (tüketici kredileri, kredi kartları, bireysel kredi kartları ve kurumsal kredi kartları) her birinin ayrı ayrı TÜFE ile literatürle uyumlu şekilde karşılıklı nedensellik ilişkisi tespit edilmiştir.Tartışma –Bankacılık sektörüne ait ortaya çıkan sonuçlar önceki literatür çalışmalarını desteklemektedir. Türkiye örneği üzerinden bu nedenselliğin net bir şekilde ortaya koyulması ise literatüre ayrıca önemli bir katkı sunmaktadır. Katılım bankacılığı ile ilgili nedensellik bulunmadığına ilişkin tespit ise literatüre yeni ve önemli bir kazanım sunmaktadır. Katılım bankaları açısından bulunan bu değerli sonucun nedenleri ve diğer ülkeler için de geçerli olup olmadığı bundan sonraki araştırmalarla geliştirilmelidir
Scientific research on emerging technologies underscored the advantages of their implementation within production systems, with a particular focus on artificial intelligence (AI). In particular, the integration of AI with other cutting-edge technologies is a relevant topic which can potentially lead to huge impacts in terms of business performance. Yet, literature on the subject, although rich, is still fragmented, limited to specific cases and applications, but lacking in a comprehensive classification framework. Therefore, using a systematic literature review, this study provides an overview of how the combination of AI and other cutting-edge technologies could potentially improve market and organisational performance in business functions and processes. By classifying the literature of case studies and real-world applications into specific taxonomies, the research considers an indicator, the co-occurrence ratio, highlighting the most significant and emerging combinations between AI and other cutting-edge technologies, also specifying the contexts in which they are used. The study shows that AI is strongly interconnected with other cutting-edge technologies, suggesting a research agenda in which the integration of AI with other emerging technologies is promising within specific production systems contexts, providing benefits and opportunities for companies.
Innovative marketers can now leverage augmented reality to craft immersive brand experiences, create more interactive advertising, and enable consumers to experience products and spaces in novel ways. Augmented reality (AR) is the practice of displaying digital information over people’s real-time view of objects, people, or spaces in the physical world. While AR can play a valuable role in integrated marketing programs, little is known about the practice and how to execute effective AR programs in the marketplace. We address this gap and discuss a framework that describes the active and passive ingredients of augmented reality. We describe the basic design decisions that marketers need to make when planning an augmented reality campaign. We also explain how understanding and addressing the dynamics between various active and passive AR ingredients can help marketers to optimize their AR campaigns and enhance various types of consumer engagement: user-brand engagement, user-user engagement, and user-bystander engagement. Through our framework and analysis, we develop eight actionable recommendations for marketing managers. We advise marketers to follow the ENTANGLE acronym to design immersive AR experiences that maximize consumer engagement.
Social commerce is emerging as an important platform in e-commerce, primarily due to the increased popularity of social networking sites such as Facebook, Linkedln, and Twitter. To understand the user's social sharing and social shopping intention in social networking Web sites, we conducted an empirical study on a popular microblog to investigate how social factors such as social support and relationship quality affect the user's intention of future participation in social commerce. The results indicate that both factors play a critical role. Social support and Web site quality positively influence the user's intention to use social commerce and to continue using a social networking site. These effects are found to be mediated by the quality of the relationship between the user and the social networking Web site. Our findings not only help researchers interpret why social commerce has become popular, but also assist practitioners in developing better social commerce strategy.
Intuition and previous research suggest that creating a compelling online environment for Web consumers will have numerous positive consequences for commercial Web providers. Online executives note that creating a compelling online experience for cyber customers is critical to creating competitive advantage on the Internet. Yet, very little is known about the factors that make using the Web a compelling experience for its users, and of the key consumer behavior outcomes of this compelling experience.
Recently, the flow construct has been proposed as important for understanding consumer behavior on the World Wide Web, and as a way of defining the nature of compelling online experience. Although widely studied over the past 20 years, quantitative modeling efforts of the flow construct have been neither systematic nor comprehensive. In large parts, these efforts have been hampered by considerable confusion regarding the exact conceptual definition of flow. Lacking precise definition, it has been difficult to measure flow empirically, let alone apply the concept in practice.
Following the conceptual model of flow proposed by Hoffman and Novak (1996), we conceptualize flow on the Web as a cognitive state experienced during navigation that is determined by (1) high levels of skill and control; (2) high levels of challenge and arousal; and (3) focused attention; and (4) is enhanced by interactivity and telepresence. Consumers who achieve flow on the Web are so acutely involved in the act of online navigation that thoughts and perceptions not relevant to navigation are screened out, and the consumer focuses entirely on the interaction. Concentration on the navigation experience is so intense that there is little attention left to consider anything else, and consequently, other events occurring in the consumer's surrounding physical environment lose significance. Self-consciousness disappears, the consumer's sense of time becomes distorted, and the state of mind arising as a result of achieving flow on the Web is extremely gratifying.
In a quantitative modeling framework, we develop a structural model based on our previous conceptual model of flow that embodies the components of what makes for a compelling online experience. We use data collected from a largesample, Web-based consumer survey to measure these constructs, and we fit a series of structural equation models that test related prior theory. The conceptual model is largely supported, and the improved fit offered by the revised model provides additional insights into the direct and indirect influences of flow, as well as into the relationship of flow to key consumer behavior and Web usage variables.
Our formulation provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework. A key insight from the paper is that the degree to which the online experience is compelling can be defined, measured, and related well to important marketing variables. Our model constructs relate in significant ways to key consumer behavior variables, including online shopping and Web use applications such as the extent to which consumers search for product information and participate in chat rooms. As such, our model may be useful both theoretically and in practice as marketers strive to decipher the secrets of commercial success in interactive online environments.
To address the lack of systematic research on the nature and effectiveness of online retailing, a conceptual model is proposed which examines the potential influence of atmospheric qualities of a virtual store. The underlying premise is that, given the demonstrated impact of store environment on shopper behaviors and outcomes in a traditional retailing setting, such atmospheric cues are likely to play a role in the online shopping context. A Stimulus–Organism–Response (S–O–R) framework is used as the basis of the model which posits that atmospheric cues of the online store, through the intervening effects of affective and cognitive states, influence the outcomes of online retail shopping in terms of approach/avoidance behaviors. Two individual traits, involvement and atmospheric responsiveness, are hypothesized to moderate the relationship between atmospheric cues and shoppers' affective and cognitive reactions. Propositions are derived and the research implications of the model are presented.
Emerging virtual worlds, such as the prominent Second Life, offer unprecedented opportunities for companies to collaborate with co-creating users. However, pioneering corporate co-creation systems fail to attract a satisfying level of participation and engagement. The experience users have with the co-creation system is the key to making virtual places a vibrant source of great connections, creativity, and co-creation. While prior research on co-creation serves as a foundation for this work, it does not provide adequate guidance on how to design co-creation systems in virtual worlds. To address this shortcoming, a 20-month action research project was conducted to study the user's experience and to identify design principles for virtual co-creation systems. In two action research cycles, a virtual co-creation system called Ideation Quest was created, deployed, evaluated, and improved. The study reveals how to design co-creation systems and enriches research on co-creation to fit the virtual world context. Practitioners receive a helpful framework to leverage virtual worlds for co-creation.
Social media offer unprecedented opportunities for companies to involve their customers in value co-creation through the use of social media sites. However, why customers participate in co-creation activities on these firm-initiated social media sites has not received enough attention in research. Based on the stimulus-organism-response paradigm, this study develops a model to theorize how site characteristics improve customers’ co-creation experiences, and subsequently affect their intention of future participation in co-creation. The results indicate that future participation intention is determined by customer learning value, social integrative value, and hedonic value experiences, which are influenced by perceived task-relevant and affection-relevant cues.
Social commerce, as a relatively new phenomenon, has attracted little research attention. This study aims to provide initial insights into the dynamics of customer participation in social commerce. Based on the stimulus-organism-response paradigm, this study develops a model to investigate the effects of technological features (perceived interactivity, perceived personalization and perceived sociability) of social commerce on customers’ virtual experiences (social support, social presence and flow) and subsequently their participation intention. The results indicate that social commerce intention is determined by social support, social presence and flow experiences. These experiences, in turn, are influenced by perceived interactivity, personalization and sociability features.
Every business enterprise touches and is touched by customers in different ways at different touchpoints – points of human, product, service, communication, spatial, and/or electronic interaction collectively constituting the interface between an enterprise and its customers. Like any good architect conceiving of and giving shape to a building or a space, a business enterprise must conceive, design, and implement the complete set of touchpoints and manage exchanges across these touchpoints with the central goal of a compelling customer experience at every touchpoint over the course of the entire customer relationship cycle.This paper addresses this central challenge in three stages. First, it makes the case for a holistic approach to the totality of customer touchpoints across all parts of the enterprise and all stages of the relationship cycle. Next, it offers a methodology for drawing up customer touchpoint blueprints. Finally, it suggests five critical requirements for compelling touchpoint architecture.
To address the lack of systematic research on the nature and effectiveness of online retailing, a conceptual model is proposed which examines the potential influence of atmospheric qualities of a virtual store. The underlying premise is that, given the demonstrated impact of store environment on shopper behaviors and outcomes in a traditional retailing setting, such atmospheric cues are likely to play a role in the online shopping context. A Stimulus–Organism–Response (S–O–R) framework is used as the basis of the model which posits that atmospheric cues of the online store, through the intervening effects of affective and cognitive states, influence the outcomes of online retail shopping in terms of approach/avoidance behaviors. Two individual traits, involvement and atmospheric responsiveness, are hypothesized to moderate the relationship between atmospheric cues and shoppers' affective and cognitive reactions. Propositions are derived and the research implications of the model are presented.
Identifies and measures relevant variables (e.g., color, heat, light, and sound) involved in environmental psychology and fits them into a systematic framework. It is proposed that environmental stimuli are linked to behavioral responses by the primary emotional responses of arousal, pleasure, and dominance. (31 p ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Given that direct product experience is generally the optimal method for consumers to learn about products, marketers should strive for verisimilitude in marketing communications. This research explores how computer-mediated environments can engender virtual product experiences. The construct of telepresence, a sense of presence in a remote environment, is used to examine the process by which media characteristics influence consumer responses. Through two experimental studies, we evaluate the effect of two media characteristics—user control and media richness—on the creation of telepresence and assess the impact of telepresence on consumer beliefs about and attitudes toward the advertised product. Results show that user control and media richness both contribute to creating a sense of telepresence. Moreover, through telepresence, these media characteristics influence consumers' cognitive responses. © 2003 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.
As competition in business-to-consumer e-commerce becomes fiercer, Web-based stores are attempting to attract consumers' attention by exploiting state-of-the-art technologies. Virtual reality (VR) on the Internet has been gaining prominence recently because it enables consumers to experience products realistically over the Internet, there by mitigating the problems associated with consumers' lack of physical contact with products. However, while the employment of VR has increased in B2C e-commerce, its impact has not been explored extensively by research in the IS field. This study investigates whether and under what circumstances VR enhances consumer learning about products. In general, VR enables consumers to learn about products thoroughly by providing high-quality three-dimensional images of products, interactivity with the products, and increased telepresence. In addition, congruent with the theory of cognitive fit, the effects of VR are more pronounced when it exhibits products whose salient attributes are completely apparent through visual and auditory cues (because most VR on desktop computers uses only those two sensory modalities to deliver information). Based on these attributes, we distinguish between two types of products - namely, virtually high experiential (VHE) and virtually low experiential (VLE) products - in terms of the sensory modalities that are used and required for product inspection. Hypotheses arising from the distinctions expressed by these terms were tested via a laboratory experiment. The results support the predictions that VR interfaces increase overall consumer learning about products and that these effects extend to VHE products more significantly than to VLE products.
As competition in B2C e-commerce becomes more fierce, online stores have made efforts to attract consumer attention by adopting state-of-the-art technologies. Specifically, virtual reality (VR) has recently been gaining prominence on the Internet because it enables consumers to experience products over the web, an activity that plays a key role in obviating consumers' lack of real physical contact with products. VR simulates direct experiences in mediated environments, and it can generate a compelling sense of telepresence.The present study proposes a research model to analyse and evaluate the impact of telepresence on consumer perception, based on existing theories of telepresence and consumer learning. A laboratory experiment with three user interfaces - multiple pictures, video clips and VR - has been conducted to test the model. The VR interface produced the highest level of telepresence, as expected. Telepresence in turn generally augments consumers' product knowledge, attitudes and purchase intentions, and reduces consumer perceptions of product risk and discrepancies between online product information and actual products, directly or indirectly.
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