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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.
... It is an emotional reaction to customers' interaction with companies in the process of omnichannel shopping. It can reflect the lasting pleasure of customers at the purchase stage as a result of the brand initiative stage [41] and is an essential reflection of the integration effect of online and offline channels of fresh food retailers [42]. Unfortunately, little attention has been paid to the role of flow experience in omnichannel integration in improving customer engagement [43]. ...
... Thus, the flow experience is an important manifestation of the effectiveness of the retailer's integration of online and offline channels [42]. It can reflect the customer's lasting pleasure throughout the pre-purchase, purchase, and post-purchase stages that continue from the search stage and purchase stage to the brand initiative stage [41]. The omnichannel model as a resource integration can drive customer engagement by creating positive customer flow experiences [15]. ...
... The omnichannel model as a resource integration can drive customer engagement by creating positive customer flow experiences [15]. Flow experiences are a potential antecedent of customer engagement in omnichannel contexts [36,41]. The mental processing caused by stimuli [64] reflect the subjective perception and overall evaluation of the cross-channel experience by fresh food customers [65]. ...
Customer engagement is a new value index affecting the omnichannel benefits of enterprises. It is beginning to attract the attention of both scholars and managers. However, there is still a lack of research on the mechanism influencing customer engagement in the fresh food omnichannel retail context. Drawing from the stimulus–organism–response (SOR) framework, this paper builds a relationship model between omnichannel integration and fresh food customer engagement. In addition, the paper empirically analyzes the mechanism of omnichannel integration’s impact on fresh food customer engagement. The findings show that omnichannel integration promotes flow experiences through three modes: information integration, business integration, and service and distribution integration. Flow experience is mediating the relationship between omnichannel integration and customer engagement. Strengthening the customer engagement knowledge system can help fresh food omnichannel retailers to create and manage the long-term cooperative relationship between customers and the company’s value creation. The higher the degree of omnichannel integration of fresh food retail firms, the more conducive it is to enhancing the customer flow experience, which will positively impact customers’ attitudinal and behavioral engagement.
... It offers a set of strategies, tools, techniques, and operations coordinated through the Internet to increase the sales of a product or service (Aljumah et al., 2021;Sweiss et al., 2021). As per Parise et al. (2016), digital marketing varies from the conventional marketing manner through the methods and channels. It can be asserted that digital marketing helps to monitor things like conversions, what content works and what does not; how many individuals visit the business web page, collaborate with its social networks, search it in the enormous world of web, etc., and in short can offer the measurement of customer experience in real-time (Al Alshurideh et al., 2016). ...
... In the view of Parise et al. (2016), e-mail marketing is a good complement to offline marketing. Some of the benefits highlighted in the studies are interactivity, customization, low intrusiveness, savings, reduction of times and distances; it also avoids inconveniences related to legal and brand risks. ...
The aim of this study is to explore the contemporary digital marketing strategies and tools and the role played by these in various marketing activities or areas. The study also explores the market segmentation in the digital era to improve customer experience tools. In addition, the study determines which strategy has been suggested to be most optimized for enhancing Customer Experience. The research method comprises a Systematic Literature Review (SLR), which included choosing the key publications, data extraction and synthesis, quality assessment for the chosen publications, and assessing and presenting the results. This systematic review is important for marketing professionals as it emphasizes the significance of selecting appropriate digital marketing strategies as per marketing activities to maximize customer experience. The results of SLR identify different contemporary marketing strategies such as eWOM, emailing, affiliate marketing, search engine optimization, social media marketing, and corporate blogging. Among these strategies, Social Media Marketing is found to be most effective for the brands in their endeavor to maximize customer experience. It is because of the personalization, customization as well as an interaction which this digital strategy offers to the customers.
... Conducting the actual purchase is an integral part of digital retail and e-commerce platforms [65,66]. This is performed due to crises of immediacy [67], where the customer needs to be addressed in real time. Hence, this feature would allow the shopper to add a product to a virtual shopping cart and continue shopping towards the final purchase either digitally or at the POS. ...
... Summary: This principle correlates with the crisis of immediacy [67], where customers seek assistance in real time and as quickly as possible. Many customers have hinted towards faster options to seek all the necessary information in a concise manner, e.g., a summarized rating of stars, a comparison between different products, etc. ...
New digital technologies furnish retail managers with new means to enhance consumer experiences in omnichannel retailing. Conceptual academic literature and industry emphasize the promising use of immersive digital displays and their potential benefits for retailers. In this research, we present the design of a personal shopping assistance system that is based on optical see-through mixed-reality technology. Microsoft HoloLens 2 was leveraged as the archetype to realize this novel system, facilitating consumer information search and decision making. The design incorporates various shopping assistance elements (i.e., product information, reviews, recommendations, product availability, videos, a virtual cart, and an option to buy). Users can interact with these elements with gesture-based inputs to navigate through the interface. A qualitative study with 35 participants was conducted to collect users’ feedback and perceptions about the mixed-reality shopping assistant system. Derived from the qualitative feedback, we propose seven design principles that aim to support future designs and developments of mixed-reality shopping applications for head-mounted displays in omnichannel retail: rigor, informativeness, tangibility, summary, comparability, flexibility and holism.
... Warigan mendefinisikan (Parise, 2016), kearifan lokal mengacu pada cita-cita masyarakat yang telah terbukti berperan dalam mempengaruhi pertumbuhan masyarakat. ...
... Itu karena wisatawan akan berduyun-duyun ke situs yang menonjol dari keramaian. Oleh sebab itu berdasarkan teori atau penelitian penelitian terdahulu : (Yanto, 2020), (Adedeji, Sidique, Rahman, & Law, 2016), (Parise, 2016) dan (Andina & Aliyah, 2021), dimana dinyatakan bahwa Expected Value berpengaruh positif dan signifikan terhadap Minat Mengunjungi. ...
Penelitian sebelumnya atau yang terkait sangat penting dalam sebuah penelitian atau disertasi akademik. Studi sebelumnya atau terkait dapat membantu memperkuat teori dan fenomena hubungan atau efek antar variabel. Artikel ini menjelaskan cara menentukan minat mengunjungi dan expected value seseorang untuk berkunjung. Menargetkan digital marketing dan kearifan lokal dengan objek yang dibidik adalah seluruh destinasi wisata di Kabupaten Solok, Sumatera Barat. Tujuan penulisan artikel ini adalah untuk membuat hipotesis tentang pengaruh antar variabel yang akan digunakan dalam penelitian selanjutnya. Hasil survei perpustakaan ini adalah sebagai berikut: 1) digital marketing berpengaruh terhadap expected value; 2) kearifan lokal berpengaruh terhadap minat mengunjungi; 3) digital marketing berpengaruh terhadap minat mengunjungi; 4) kearifan lokal berpengaruh terhadap minat mengunjungi; dan 5) expected value berpengaruh terhadap minat mengunjungi.
... Research findings confirmed that product personalization through gamification interface positively effects on inprocess experience [15]. Personalization and interactivity are the drivers of digital technologies toward customer experience [16]. Many opportunities are available for retailers to use smart technologies and for customers to share their experiences in a broader range. ...
... This research's data supported the hypothesis proposed which states that digital technologies positively affect customer experience. This result confirmed the result of Parise et al.'s study [16] that digital technology stimulation can improve customer experience through personalization and interactivity. Digital technologies provide a personal, immersive environment, allowing interactivity and information exchange between companies and customers. ...
E-commerce players need appropriate strategies to reach firm performance and sustainability. Earlier
research has investigated this question by examining the relationships between customer experience and
customer engagement and customer experience and customer loyalty. This research offers novelty in digital
technology’s role as a variable that affects customer experience and customer engagement and the effects
of customer experience and customer engagement on customer loyalty in Indonesian e-commerce. This
research used descriptive survey and explanatory survey as research methods. Serving as the analysis units
in this research were individuals and serving as observation units were e-commerce retail customers.
Respondents’ data were analyzed with SEM-AMOS. The research results showed that digital technology
could be applied to form customer experience and customer engagement, and eventually, it could also be
used to build customer loyalty.
... The S-O-R model has been widely used to examine online consumer behaviour (Zhang et al., 2014(Zhang et al., , 2015. Applying the S-O-R theory to an omnichannel context, Parise et al. (2016) have found that the digital technology stimuli of technology affect the customer experience, which further influence customer behaviours and attitudes such as satisfaction, engagement, and purchase. Yadav et al. (2021) examine the impact of consumer involvement and destination preference on travel based on SOR framework. ...
... Immediacy is often taken into consideration in the current research on live broadcasting (Haimson & Tang, 2017;Su et al., 2020;Wang & Wu, 2019). Applying the S-O-R framework into the omnichannel retailing context such as virtual experts, Parise et al. (2016) have suggested that digital stimuli of technology (immediacy, interactivity, and personalization) can enhance the immersive consumer experience, which then drives consumer satisfaction and purchase intentions. Ramlatchan has revealed that teacher immediacy is positively associated with an enhanced immersive experience. ...
Live streaming is continuously becoming an important tool for destination marketing nowadays. Despite that many destinations use live streaming to attract prospective tourists, little is known about how destination live streaming influences the audience’s travel intention. Against this backdrop, this study constructs a framework of the influence of destination live streaming features (i.e. interactivity, vividness, authenticity, and immediacy) on consumers’ travel intention according to S–O–R theory. Data were collected through an online questionnaire and analyzed by the structural equation model. The results indicate that the interactivity, vividness, authenticity, and immediacy features of destination live streaming positively influence consumers’ sense of presence and trust, which in turn enhance their travel intentions. This study provides good guidance for future live streaming marketing in tourism.
... A number of technologies have been implemented in retail, such us augmented reality, digital signals, quick response (QR) codes, beacons, tablets and free Wi-Fi (Piotrowicz and Cuthbertson, 2014). Various studies have been conducted on using new in-store technologies to improve the shopping experience (Demirkan and Spohrer, 2014;Pantano and Pietro, 2012;Pantano and Viassone, 2015;Papagiannidis et al., 2013;Poncin and Ben Mimoun, 2014;Shankar, 2014) and to increase the information richness (Parise et al., 2016). Suh and Lee (2005) found a positive relationship between the number of touchpoints and purchase intention. ...
... Previous studies identified that shopping using smartphones in the store is positively related to purchase intention (Suh and Lee, 2005). The offers provided to customers on their smartphones positively enhance their decision to make a purchase (Parise et al., 2016). Using smartphones for searching about a product in physical Reconfigure the apparel retail stores stores positively enhances the in-store purchase intention (Rippe et al., 2017). ...
Reconfigure the apparel retail stores with interactive technologies
... The remarkable advancement of machine learning is causing a seismic shift, in that conversational agents are now able to understand human speech and transform the text into speech in a similar way to humans [44] in everyday living spaces (even on-the-go). Naturally, this created interminable possibilities, uncovering novel, productive and useful experiences with conversational agents for accessing and interacting with digital services in many and diverse applications including HCI [27], customer experience [33], conversational commerce [36], medicine [47,48], entertainment [23], education [32], and social work [10]. However, unfortunately, beyond weather and traffic conditions, the services provided by today's conversational agents do not consider the locality of users. ...
... Once the user makes a vocal query, the agent sends raw audio signals to a remote server for natural language processing to recognise the intent of the user, and carries out the requested service. In addition to commercial-grade conversational agents (Alexa, Siri, Google, Cortana, etc.), specialised agents are used for accessing and interacting with digital services in many and diverse applications including education [32], customer experience [33], conversational commerce [36] and medicine [48]. ...
Conversational agents are increasingly becoming digital partners in our everyday computational experiences. Although rich and fresh in content, they are oblivious to users' locality beyond geospatial weather and traffic conditions. We introduce Lingo, a hyper-local conversational agent embedded deeply into the urban infrastructure that provides rich, purposeful, detailed, and in some cases, playful information relevant to a neighbourhood. Drawing lessons from a mixed-method contextual study (online survey, n = 1992 and semi-structured interviews, n = 21), we identify requirements for such a hyper-local conversational agent and a sample set of questions serving urban neighbourhoods of Belgium. Our agent design is manifested into a two-part system. First, a multi-modal reasoning engine serves as a hyper-local information source using automated machine-learning models operating on camera, microphone, and environmental sensor data. Second, a smart conversational speaker and a smartphone application serve as hyper-local information access points. Finally, we introduce a covert communication mechanism over Wi-Fi management frames that bridges the two parts of our Lingo system and enables the privacy-preserving proxemic interactions. We describe the design, implementation, and technical assessment of Lingo together with usability (n = 20) and real-world deployment (n = 5) studies. We reflect on information quality, accessibility benefits, and interaction dynamics and demonstrate the efficacy of Lingo in offering hyper-local information at the finest granularity in urban neighbourhoods while reducing access time up to a factor of 25.
... A snowball sampling technique was utilised in this research to identify artificial intelligence applications and services for users and nonuser This approach is appropriate for this study since it is hard to obtain a list of an audience who utilise AI services to express their experiences and perceptions (Biernacki & Waldorf, 1981). The measurement for each factor was adopted from prior studies: AI-powered customer experience (Prentice & Nguyen, 2020;Davenport et al., 2020;Grewal, Motyka, & Levy, 2018;Foroudi et al., 2018;Parise et al., 2016;Dwivedi et al. 2021). AI-enabled service quality (Lee et al 2004;Prentice & Kadan, 2019;Scheidt et al., 2020;Mithas et al.,2011), relationship commitment (Iglesias et al., 2012;Lemon & Verhoef, 2016;Fullerton, 2005), trust (Elbeltagi & Agag 2016;Akrout et al., 2018;Wang, & Hajli, 2019;Siau & Wang, 2018), perceived convenience (Walch, 2019 Roy et al., 2017;Ong et al., 2012;Thiel, 2019;Reimers et al., 2009;Pham et al., 2018) and perceived sacrifice (Andr'e et al., 2018;Kerviler et al., 2016;Shin & Lin, 2016). ...
... The findings also confirm two types of AI-powered customer experiences, which we assessed as pleasure and discretion, which expanded existing research on the influence of user digital experiences on popularity (Foroudi et al., 2018). Customer experiences through the incorporation of digital technology (Parise et al., 2016), as well as customer experiences in online commerce as a predictor of other variables (Roy et al., 2017). Likewise, Dwivedi et al. (2019) emphasises the complexities of AI usage and the ambiguities surrounding usage domains like privacy, dependability, and integrity. ...
The engagement between customers and brands is being transformed by artificial intelligence (AI). However, there has been little study into AI-powered customer experiences; hence, this research aims to examine how the incorporation of AI in purchasing might result in a better AI-powered customer experience. This research will develop a conceptual model based on the service quality model and trust-commitment theory. Further to this, an online questionnaire was distributed to individuals who had utilised an AI-powered service provided by a particular brand, and consequently, a total of 354 responses were analysed using Structural Equation Modelling (SEM). The results that were deduced from the responses demonstrated that relationship commitment has begun to substantially impact AI-powered customer experiences. In addition to this, the results also revealed that perceived sacrifice and trust both play an important role in mediating the impacts of perceived convenience , personalisation, and AI-powered service quality. This finding contributes to the previous literature by highlighting the mediating impacts of perceived sacrifice and trust, as well as the significant influence of relationship commitment on AI-powered customer experience. Furthermore, the research poses significant implications for merchants who use AI in services provided to their customers.
... Ou, entre mim e a solução dos meus problemas", ambas se conectam com a questão da conveniência e da praticidade, onde a interação ocorre entre o aplicativo e o usuário. Essas falas refletem o mundo corporativo centrado no usuário, onde ele diz o que deseja e recebe atendimento individualizado sem precisar marcar hora e lugar (Parise, Guinan & Kakfa, 2016). Considerando que a dimensão cognitiva da experiência se refere, dentre outras coisas, ao quanto o consumidor se sente engajado com a marca (Brun et al., 2017), observa-se que os consumidores percebem valor na sua experiência, o que acaba por influenciar também a própria lealdade com a marca (Wongsansukcharoen, 2022 (Gremler et al., 2019), um vínculo afetivo que ficou concretizado por um pequeno gesto, uma mensagem de lembrança no aniversário. ...
Objetivo: A experiência de consumo é um fenômeno multidimensional que envolve aspectos sensoriais, cognitivos, afetivos, comportamentais e sociais. Já se sabe que, de um modo geral, uma experiência de consumo positiva pode impactar positivamente a satisfação do consumidor, sua lealdade e sua intenção em engajar-se em boca-a-boca positivo sobre a empresa. Porém, pouco ainda se sabe sobre os efeitos da experiência de consumo no ambiente digital, especialmente no que diz respeito aos bancos digitais, onde a interação ocorre de forma totalmente virtual. Metodologia: Estudo exploratório com dez entrevistas em profundidade com consumidores brasileiros clientes dos bancos digitais Nubank e Inter. Principais Resultados: Os clientes dos bancos digitais percebem a experiência com esse tipo de prestador de serviços como positiva e associam atributos como praticidade, segurança e baixo custo. A experiência influencia na satisfação e no boca-a-boca, no entanto, a lealdade parece não ser uma consequência dessa experiência. Aspectos como a facilidade na abertura de contas em outros bancos digitais que oferecem experiências similares pode ser uma das justificativas para esse comportamento. Contribuições teóricas: Esses resultados são interessantes, especialmente em um momento em que pessoas estão optando por consumir serviços digitais. Mais do que apresentar uma plataforma intuitiva com soluções ágeis e convenientes aos olhos do consumidor, os bancos digitais precisam considerar formas de ampliar a retenção dos clientes nesse contexto. Se por um lado, claramente há uma experiência positiva, por outro isso não se traduz necessariamente em lealdade. Relevância / originalidade: Os estudos com consumidores brasileiros de serviços bancários avaliam a interação com bancos tradicionais no contexto do internet banking e do mobile banking. Esse estudo, é um dos primeiros a analisar a percepção dos consumidores de bancos totalmente digitais.
... Driven by the adoption Digital food shopping and cultural acceptance of Internet-enabled technology (Gong et al., 2015), the rise in digital retailing presents an opportunity, not a threat, according to Pantano and Dennis (2019). There are opportunities for consumers, because the interactive Internet and mobile technologytogether with augmented realityimproves consumer experiences, allowing for immersion and cognitive and emotional involvement, which can result in satisfaction and engagement with the technology (Pantano and Dennis, 2019;Parise et al., 2016). For retailers, the introduction of new and innovative digital technologies has contributed to making retail management more efficient at different levels of store operations (Demirkan and Spohrer, 2014), as well as providing the opportunity to capture consumer behavioural data whilst delivering innovative consumer experiences that also maintain the business's competitive advantages (Pantano and Dennis, 2019). ...
Purpose
The purpose of this paper is to provide an alternative framework that will assist in understanding the adoption of digital food shopping. The coronavirus disease 2019 (COVID-19) pandemic has exacerbated the demand for digital shopping, but the adoption of digital shopping for food has not accelerated as fast as in other product categories. This study considered the role of socio-cultural factors to understand the reason for slow adoption of digital technology to access food. A cultural framework that can be used to investigate socio-cultural factors in this context was lacking, however, this paper provides a discussion of social and cultural factors and developed measurement scales to assist in understanding cultural change acceptance in consumers' adoption of digital technology to purchase food.
Design/methodology/approach
Using Hayes' process analysis, this paper investigated how cultural acceptance – mediated by consumer affection and appeal and measuring the moderated effects of digital trust (DT) – determined the eventual impact on consumer intention to adopt digital food retailing. This paper also considered moderated mediation with parallel mediations (consumer affection and appeal, digital convenience (DC) and consumer digital readiness) interacting with DT and consumer learning.
Findings
The authors found that cultural acceptance of digital technology (CADT) is an antecedent to the adoption of digital shopping for food, but this is also mediated by consumers' appeal and affection for digital technology and consumers' digital readiness.
Practical implications
This study also indicates that DT influences consumer appeal and affection (CAA), especially amongst female consumers.
Originality/value
The paper represents an empirical investigation of a new conceptual framework that considers socio-cultural factors to understand consumers' use of digital technology in food shopping which has been an existing knowledge gap in current literature.
... En el contexto omnicanal, cuando las interacciones entre el consumidor y la empresa son seamless y están integradas, el entorno facilita un alto grado de flujo (Parise et al., 2016), lo que conduce a una experiencia de usuario óptima (Drengner et al., 2018;Novak et al., 2000). Por consiguiente, se plantea la segunda hipótesis de investigación: ...
Este trabajo ha obtenido el 1.er Premio Estudios Financieros 2020 en la modalidad de Marketing y Publicidad.
Las empresas están enfrentado un gran desafío: ofrecer una experiencia de interacción omnicanal seamless (EIOS) en todos los canales y puntos de contacto, generadora de valor, tanto para para los clientes como para las empresas. Sin embargo, todavía es escasa la investigación que proporciona evidencia teórica y empírica sobre cómo las empresas pueden crear tal experiencia y sus consecuencias. Por ello, el objetivo de este trabajo es avanzar en el conocimiento de esta experiencia para dar respuesta a las necesidades empresariales y, particularmente, analizar: (1) el impacto de la EIOS en la satisfacción de los consumidores, y (2) el impacto de la EIOS en el estado de flujo de los consumidores y la posterior probabilidad de realizar boca-oído (Word of Mouth, WOM). A partir de dos estudios y utilizando dos métodos de investigación, una encuesta (N = 170) y un experimento controlado (N = 220), se examinaron estas relaciones. Los hallazgos confirman el efecto positivo de la EIOS en la satisfacción del cliente con la interacción, el estado de flujo y el WOM. Asimismo, este trabajo ofrece unas recomendaciones empresariales detalladas para ayudar a los profesionales en su gestión omnicanal.
... Digital banking products or services produce unique customer experience, which is transformed by digital technology (Parise, Guinan, & Kafka, 2016). Managing customer experience leads to different levels of customer satisfaction, this, in turn, will influence customers' behaviour towards to use digital banking products or services (Liébana-Cabanillas, Muñoz-Leiva, Sánchez-Fernández, & Viedma-del Jesús, 2016). ...
Fast development in the technology and the intense competition have driven banks to spend considerable money on transforming from traditional banking business to digital banking business to sustain competitive advantage. Since the changing habits, customers are demanding new approaches to access financial services through both secured and unsecured digital channels. This study develops and tests a modified theoretical model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) to analyse how customers respond to digital banking products or services in New Zealand from behaviour intention perspective. This study finds that the individuals’ behaviour intention towards digital banking products or services can be predicted from performance expectancy, effort expectancy, and service quality conditions. Besides, this study discovers that customer gender, age and experience are having moderating influence when determining the intention of using digital banking products or services. Study contributes to knowledge in the field of individual technology acceptance research. It demonstrates that customer satisfaction also plays a major role in the digital banking context.
... Unquestionably, the COVID-19 pandemic and regulations pertaining to the business sparked the industry's digital transformation, hastening the adoption of technical breakthroughs in systems and IT enhancements, as well as the digitization of marketing campaigns. Marketers are in a "crisis of immediacy," having to respond to clients' changing needs in real time and during tumultuous times [65]. To adapt quickly and effectively to market dynamics, an organization's readiness to utilize digital technology is a crucial source of competitive advantage [28]. ...
Over the last decade, digital marketing and technology have gradually penetrated the food and beverage industry, redefining its marketing mix. However, the urgency caused by the COVID-19 pandemic spurred the digital transformation of the industry, as businesses were forced to adapt to many changes and restrictions, reshape their operational models, and find ways to survive in an unstable marketplace. The purpose of this paper is to examine the transformation of the marketing mix in the food and beverage service supply chain due to the emergence of digital marketing. To this end, critical success factors for the digital transformation of the food and beverage service supply chain were identified based on the literature. These factors were assessed by experts from the Greek market using a grey decision-making trial and evaluation laboratory (DEMATEL) approach because of the complexity and interdependence of the factors interfering in the decision-making process. After a screening process, eight experts were selected to participate based on their experience and their acknowledged presence in the sector. DEMATEL is a multi-criterion decision-making method used to assist in addressing practical assessment issues. Its main advantage is that it can detect and observe the interdependence among the primary components and their relevance in the decision-making process. Additionally, it facilitates the visual display of the results, assisting in the analysis of the causal influence of factors. The combination of DEMATEL with grey system theory is useful because it makes it easier to analyze ambiguities brought on by uncertainties, lack of knowledge, or inadequate human actions. Fourteen critical success factors were identified, and they were grouped into three broad categories: technology-driven, consumer-driven, and industry-driven. Seven factors were classified as causes, and seven factors were classified as effects. In addition, with the use of the DEMATEL approach, the factors were grouped into core, driving, independent, and prominent factors.
... This indicates that e-commerce customers in the fashion and beauty categories, when interacting, found that their mobile apps and websites were easily adaptable, easy to learn, and demanding of them only a little effort and time. Mobile apps allow interactivity by which to connect customers with a product in real time within an immersive environment [36]. Personalization in retail transactions is a strategy that helps convince customers to choose a product or service and directs them into a purchasing process [7]. ...
E-commerce market growth in Indonesia urges e-commerce players, especially online retailers, to implement strategies which can foster customer loyalty. Customer experience and engagement strategies can be implemented with the support of digital technologies. This research measures the digital technology, customer experience, customer engagement, firm reputation, and customer loyalty in online retailing in Indonesia. This research was conducted descriptively on e-commerce customers who had made transactions in e-commerce platforms with online retailers selling fashion and beauty products. Total respondent in this research is 505 and 400 questioner data are complete to process in statistic tools. The results of this research showed that the first and second most dominant factors of digital technologies in online retailing were interactivity and ease of use, respectively. Meanwhile, personalization still needs some improvement. The first and second most dominant customer experience dimensions were the pragmatic and sensory ones, while the relational dimension contrarily exhibited low performance. Cognitive engagement of customers was the most dominant factor, followed by emotional and behavioral engagement.
... The results of this study are supported by (Shafiq et al., 2017), which reveals that the provision of health services must meet quality standards to meet community satisfaction. The use of appropriate technology can provide quality services; that is, every service provided must be easily accessible (Parise et al., 2016). Furthermore, the services provided must be fast and accurate so that people do not wait long to get benefits and ensure that the services received are correct. ...
This study aims to empirically examine the influence of leadership style and technology on the performance of the Regional Public Service Agency (RPSA) Health Center in Pekanbaru City. This study also examines Accountability moderation. This research was conducted using a survey method through a questionnaire. All RPSA Public Health Centers in Pekanbaru City were sampled in this study, with 140 RPSA managers as respondents. The results of data analysis using Moderated Regression Analysis (MRA) with SPSS show that leadership style and use of technology affect the performance of the RPSA Health Center. The results also show that accountability does not moderate the influence of leadership style on the performance of the PSA Public health center but moderates the effect of using technology on the performance of the RPSA Public health center. The results of this study contribute to improving the performance of health organizations, especially health centers in the city of Pekanbaru.
... Technology interfaces allow businesses to instantly delight customers by allowing them to solve problems using technology [31] cited by Cho and Fiorito [32] . Many digital technologies offer their customers a highly personalized environment [33] with increased interactivity and rich information [34]. Since the implementation of this new service delivery model, customers' interactions with service providers/staff have shifted to interactions with technology [30]. ...
Rapid technological advancements have aided the service sector's continued evolution, converting traditional physical service encounters managed by service professionals into self-service technologies (SSTs) controlled by customers. Despite the fact that prior studies have attempted to understand customers' technology acceptance in general, sufficient attention has not been paid to the study of self-service technologies, particularly Online based SSTs. Hence, the purpose of this study is to investigate the website aesthetics and technology playfulness of online-based SSTs leading the use of self-service technologies in the Sri Lankan commercial banking industry. A qualitative approach was undertaken, conducting 50 semi-structured interviews with banking customers who use SSTs in the Western Province, Sri Lanka with the use of a non-probabilistic purposeful sampling strategy. The method of thematic analysis was used to analyze the data. The findings revealed “Information quality and guidance”, “Innovative systems and facilities”, “Use of multiple languages”, “High interactivity” and “Visually appealing techniques” as the five themes of website aesthetics and “Enjoyment”, “Exciting”, “Entertaining”, “Creativity”, “Delight” and “Appealing features” as the six themes of technology playfulness leading towards the use of online-based SSTs in the banking sector. The findings would occupy the vacuum of existing literature on the customer use of online-based self-service technologies. Practitioners will be given direction with the understanding on how consumers could be encouraged towards the use of online-based SSTs with the integration of website aesthetics and technology playfulness to improve the delivery of self-service technologies in the commercial banking sector.
... Pierce et al. [31], Russell and Greenhalgh [32], Nalepa et al. [33], Nayak et al. [34] Immediacy of Connection [46] Second, the immediacy of connection can be explained as ubiquitous connectivity, namely receiving information by connecting to the Internet immediately at a necessary time, such as information services [35]. It is the facility to search and purchase products or services immediately connecting, not restricted by time and place [36]. In the case of platform service, connectivity that can be connected to online service without a problem with just a mobile-based communication device, such as smart devices used by individuals, becomes a critical satisfaction factor [37][38][39]. ...
Digital transformation of the healthcare industry is being accelerated due to the evolution of digital intelligence information technology such as artificial intelligence (AI), Internet of Things (IoT), and big data. As online-to-offline (O2O)-based consumption life, based on platforms, becomes routinized along with the COVID-19 pandemic, the O2O platforms on medical activities are gaining attention. This study targeted the medical information O2O platform users and aimed to verify the effects of service quality factors on the platform users’ continuous use intention with the mediation of perceived usefulness and perceived convenience. Based on previous studies, four such factors: context-based affordability, immediacy of connection, reliability, and safety were defined as the medical information O2O platform service quality components. This study targeted 369 users of medical information O2O platforms with market dominance in Korea and conducted a questionnaire survey. According to analysis results, context-based affordability and immediacy of connection had a positive (+) effect on perceived usefulness and convenience, and they were confirmed to affect continuous-use intention with the mediation of the perceived usefulness and convenience. Meanwhile, reliability did not affect the perceived usefulness and convenience, whereas safety had a positive (+) effect on perceived usefulness but did not have the same effect (+) on perceived convenience. Consequently, it was ascertained that context-based affordability and immediacy of connection are more important factors to the medical information O2O platform consumers than reliability and safety.
... Based on the past research about online shopping experience, quick view concept will be implemented in this project to improve online customer experience in terms of satisfaction of having the product information availability in quick way and time saving (Parise et al., 2016). One of the most significant advantages of how product view of online shopping platform is the real-time practice that they experience during physical shopping is the same as online shopping. ...
... The element of trust is becoming more and more powerful with regards to internet technologies and the customer experience. Customers are increasingly becoming omnichannel shoppers and using many avenues such as physical stores, websites, social platforms and mobile apps to conduct their purchases [4]. If a customer no longer trusts your brand, then this can have a direct impact on your business. ...
... The paper also mentions the role of physical stores in retail and how it will change in the coming future. Parise, Guinan, and Kafka (2016) mention the "crisis of immediacy" where customers want immediate services in omnichannel retailing and suggested solutions to improve customer experience in the context of immersion, flow, cognitive fit and emotional fit. Von Briel (2018) presents a four-stage Delphi study concluding major challenges, trends, technologies, and customer touchpoints. ...
Commercial Bank’s Recapitalization and Small Scale Enterprises’ (SMEs) Growth in
Nigeria
... [3,[22][23][24] ). XR shopping experience is believed to have a profound impact on consumers' purchase decisions, as well as retailers' marketing value and competitive advantage [25,26] . ...
Currently, extended reality (XR) as one of the most important disruptive technologies has been witnessed to reshape consumer experience in many domains. However, little research has been conducted to explore the new paradigm regarding consumer experience and behaviors in XR-mediated environments. This study aims to explore emerging behaviors as well as new dimensions of consumer experience in different extended realities in the shopping context, by using a video-based comparative thematic analysis approach. Observations on the shopping behaviors of 162 participants across three implementations of extended realities (VR, AR, AV) and a normal brick-and-mortar comparison-point were recorded. Over 67 hours of video recordings were used and interpreted in metaphorical heuristics, before being analyzed by inter-group comparisons, to develop reflective themes. Our results lead to two themes being constructed, illustrating that XR users connect their behaviors from physical reality to those in XR (as formed by our sub-themes "synchronizing", "attaching", "habituating", "responding"), but they also appear to reconstruct new behavioral schemas (demonstrated by sub-themes "merging", "adjusting", "focusing", "experimenting"). The findings of this study help deepen our understanding of consumers' behavioral similarities and divergences between physical reality and different virtual realities.
... Digital technologies can enhance relationships by providing highly personalized experiences and facilitating rich information exchange between buyer and seller (Parise et al., 2016), thereby enhancing trust among customers (Pandey et al., 2020). In fact, digital transformation has been dubbed the "future of B2B customer experience," as it can help B2B firms to provide consistent and high-quality customer interactions and forge meaningful relationships (Morgan, 2020). ...
Purpose
In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions.
Design/methodology/approach
Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets.
Findings
This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets.
Practical implications
The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology.
Originality/value
In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.
... Digital technologies can enhance relationships by providing highly personalized experiences and facilitating rich information exchange between buyer and seller (Parise et al., 2016), thereby enhancing trust among customers (Pandey et al., 2020). In fact, digital transformation has been dubbed the "future of B2B customer experience," as it can help B2B firms to provide consistent and high-quality customer interactions and forge meaningful relationships (Morgan, 2020). ...
Purpose-In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions. Design/methodology/approach-Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets. Findings-This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets. Practical implications-The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology. Originality/value-In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments-mainly driven by technological advancement-in B2B markets.
... The last decade has witnessed a rapid increase in expenditure on commercial social CRM tools (Trainor et al., 2014) and growth in availability and vendor advocacy (e.g., Baird & Parasnis, 2011;Hootsuite, 2010;Sprout Social, 2021). This has been accompanied by a growth in practitioner-oriented articles and case studies highlighting, among others, the value of social customer service (Parise et al., 2016), social media listening (Crawford, 2009;Dubois & Bens, 2016;Stewart, 2019) and social customer engagement (Arora et al., 2021;Dewnarain et al., 2021). The extent to which the academic literature on SCRM has kept pace with these, and other developments within this rapidly evolving arena, is ripe for exploration (Paul, Lim et al., 2021). ...
Contemporary perspectives on customer relationship management and the parent concept of customer management gathered momentum in the mid-1980 s and early 1990s. The advent of digital technologies, especially social media, have prompted a further evolution of the concept. As a result, today's CRM systems must consider new measures, such as customer engagement and advocacy. Consequently, organisations' social CRM activities and investments have consistently increased in part underpinned by the increased usage of these technologies by consumers. Through a systematic literature review and bibliometric analysis, we identify three main themes in which research in this area has focused on: (1) CRM and impact on performance, (2) social media capabilities and CRM, and (3) CRM processes and strategic use. We also identify future research avenues in the field derived from our analysis of the literature, emphasising the implications for consumer research.
... This finding shows that company is encouraged to be more focused on developing digital leadership to trigger customer orientation cultures (Cinquini et al., 2013;Ravichandran et al, 2016;Yoong, 2009) to generate the business model innovation (Kreutzer et al., 2018). This finding also emphasises the importance of personalization in the emerging technology (Henfridsson et al., 2014;Parise et al., 2016). ...
Internet of Things (IoT) is an emerging and promising technology but complex and technologically is in uncertain environment. In order to develop the effective solution and maintain the competitive advantages, companies have to innovate the business model continuously. Business Model Innovation for IoT companies requires to drive the company performance. Despite the need of IoT companies to renew their business model to effectively create value for customers and capture value for the company, the significant factors of business model innovation for IoT companies have remained under-research so far. This study addresses this knowledge gap by exploring the significant factors of business model innovation and ultimate impact towards IoT company performance. This study uses the PLS-SEM method involving samples of 75 IoT companies in Indonesia as developing countries who are still in a nascent stage of digitalization. Digital Leadership, Customer Orientation have been identified as significant factors of business model innovation while IoT company performance as the main expected outcomes. JEL Classifications: M00, O32, L10
... Así pues, a pesar de que la experiencia del cliente no depende únicamente de la interacción física (Molinillo et al., 2020;Parise et al., 2016), la literatura expone que las interacciones con los empleados juegan un papel importante en la configuración de la experiencia del cliente (Lloyd y Luk, 2011), no solo por los beneficios funcionales sino también por beneficios sociales, que pueden ir desde una simple conversación con el empleado a un sentimiento de participación social (Happ et al., 2020). ...
The impact of contact employees on the customer experience (CX) in e-commerce has not been the focus of a lot of scientific research. This literature review aimed to shed some light into this topic, reveal connections between already well-established knowledge and recommend further research on it. In order to do that, this research has looked for articles between 2005 and 2020 containing related keywords and also including references from these articles. Based on the information found, new customer service channels are recommended to be added to previous models, a new model to design Customer Journey Maps (CJM) in e-commerce is proposed and the importance of contact employees in all the communication channels is highlighted. Further scientific research on the required capabilities to develop the CX and customer preferences on communication channels depending on categories/products is recommended as well as the creation of a new multidimensional classification of these channels.
This study investigates how physical and psychological distance from one's surroundings may influence one's perception of connectedness with the servicescape and, ultimately, perception of value. It also examines the effect of consumers’ techno-psychological differences and interaction modes on this distance–closeness relationship. The researchers develop and test a conceptual framework of how personal cognitive traits and technological intervention may alter consumers’ perceived connectedness to the servicescape and influence their perceived value in different service settings. Via a quasi-experiment design in three service scenarios, this research shows a synthetical effect of contactless technology in the distancing setting that may work more effectively on high self-efficiency customers to change their perceived closeness to the servicescape and further change their evaluation of the service. The findings reveal the practical implications of social distancing for different types of consumers in service encounters during or after the COVID-19 pandemic.
Maximum integration of PLTS penetration into the system without
violation and reliability is very important. This research looks at the impact of
maximum penetration due to the PV integration of dynamic systems. The impact
of maximum penetration is important to consider because of the massive target of
the NRE mix in the system for the next few years. This research uses direct
measurement point data so that the output accuracy of the solar power plant
installation points in each feeder can be seen. The Digsilent Programming
Language (DPL) method helps in processing data to extract the results processed
into excel. The results of the research that with the maximum value of PLTS
integration, it is still within the limits of both voltage, thermal, and flexibility index
based on zoning, which is still below 1. These results are relevant to be
implemented into a distribution system based on real cases.
Background
In recent years, there has been an increasing interest in customer experience (CX) and its relation to the human-computer interaction (HCI) field. The CX is different depending on the domain in which it is studied, and therefore its dimensions may vary.
Methodology
This research presents an extensive review of 122 studies related to CX definitions and dimensions that have been proposed in different domains, including an analysis from an HCI perspective. The guidelines proposed by Kitchenham & Charters (2007) were used, complementing the review with a snowballing approach.
Results
We identified 71 CX definitions (where 14 definitions highlight HCI aspects), 81-dimensional proposals (where 24 proposals contain HCI aspects), and 39 application domains (where 18 domains cover topics related to HCI). However, we did not find CX definitions or dimensions directly focused on HCI. Based on the results, a novel CX definition and dimensions—focused on the HCI area—are proposed and activities that the authors should perform when proposing new CX dimensions in domains related to HCI are suggested, i.e ., domains that involve the interaction of a user (or customer) with a software product.
Conclusions
Implications for future practice focus on facilitating the understanding of the CX concept and its relationship with HCI; recognizing the key CX dimensions for different domains and how they relate to HCI dimensions; and helping in the creation of new CX dimensions by suggesting activities that can be performed. The results show that there are opportunities for HCI/CX researchers and practitioners to propose new dimensions of CX for a domain related to HCI, develop instruments that allow the evaluation of CX from an HCI point of view, and perform reviews on a particular domain relevant to HCI but less studied.
Customer relationship management (CRM) is an effective tool to understand the customers of an organizations in systematic manner. CRM helps by identifying the best customers of an organization. It helps to maximize the value of the customer by satisfying and retaining them for an organization. Artificial intelligence (AI) integrated with CRM known as AI-CRM helps in many ways like automating the routine tasks, quick and accurate analysis of huge volume of customers’ data, decision-making process, recommendations to the salespeople, and so on. The aim of this chapter is to examine the role of AI-CRM system in the organizations and how it can help the organizations’ growth by improving its sales performance and decision-making process. The chapter also highlights different AI-CRM related tools available in the marketplace and their features and functionalities. This chapter also shows few of the technologies used by AI-CRM system to improve the process efficiency, sustainability and digital transformation of the sales, marketing, and operations departments of the organizations. Finally, the chapter also discusses few of the upcoming technologies and their benefits which would essentially improve the bottom line of the organizations and improve their sustainability.
Secara konsep teoritis, transformasi digital adalah proses transformasi analog menjadi digital. Proses ini secara tidak sadar telah kita lakukan sudah cukup lama. Transformasi digital dalam bisnis dapat diartikan sebagai penggunaan teknologi dalam proses bisnis. Proses transformasi digital bisnis bisa rumit ataupun bisa dengan mudah dilaksanakan tanpa kendala. Hal ini tergantung dari besar kecilnya organisasi yang akan melakukan transformasi digital
This study analyzes customer loyalty in the e-commerce industry, one of which is Shopee in Yogyakarta, Indonesia. Companies can benefit from implementing the customer experience to gain customer loyalty. Attitude is described as one of the most important determinants of behavior. (Cachero-Martínez and Vázquez-Casielles 2021) suggest that favorable attitudes and repeat purchases are needed to define loyalty because they view loyalty in terms of attitudes toward behavior. Loyalty is an important concept related to repeat purchase behavior and high consumer spending. This study uses a questionnaire data collection method with 151 respondents who have experience in using the Shopee mobile application. In addition, this study tracks the importance of emotional experience, analyzing the mediating effect of emotional experience on the relationship between customer experience and customer loyalty. The results reveal that using customer experience can affect loyalty in two different ways: customer experience directly affects attitude loyalty and behavioral loyalty and indirectly affects attitude loyalty through emotional experience.Abstrak: Penelitian ini menganalisis loyalitas pelanggan pada industri e-commerce salah satunya Shopee di Yogyakarta, Indonesia. Perusahaan bisa mendapatkan keuntungan dari menerapkan pengalaman pelangan untuk mendapatkan loyalitas pelanggan. Sikap digambarkan sebagai salah satu penentu paling penting dari perilaku. (Cachero-Martínez and Vázquez-Casielles 2021) menyarankan bahwa sikap yang menguntungkan dan pembelian berulang diperlukan untuk mendefinisikan loyalitas karena mereka memandang loyalitas dalam kerangka sikap terhadap perilaku. Loyalitas adalah konsep penting yang terkait dengan perilaku pembelian berulang dan pengeluaran konsumen yang tinggi. Penelitian ini menggunakan metode pengumpulan data kuesioner dengan jumlah responden 151 yang telah berpengalaman dalam menggunakan mobile application Shopee. Tujuan dari penelitian ini untuk mengetahui dan menganalisis pengaruh customer experience, diidentifikasi dari tinjauan literatur, yang pada akhirnya mempengaruhi attitude loyalty dan behavioral loyalty di e-shopping. Hasilnya mengungkapkan bahwa menggunakan pengalaman pelanggan dapat mempengaruhi loyalitas dalam dua cara yang berbeda: customer experience secara langsung mempengaruhi attitude loyalty dan behavioral loyalty dan secara tidak langsung mempengaruhi attitude loyalty melalui emotional experience.
Service industries are increasingly creating physical frictionless experiences to reduce effort for customers so they are able to ‘just walk out’. However, frictionless experiences can reduce memorability which can in turn reduce share of wallet. The purpose of this paper is to explore the relationship between customer effort and experience memorability in a just-walk-out physical frictionless experience. Interviews were conducted with 30 customers using a simulated frictionless retail experience. The data were analyzed using thematic analysis. This study found that a just-walk-out physical frictionless experience consists of transferable positive and negative effort with physical, cognitive, and interpersonal components. A second finding was that the reduction of customer effort is facilitated by removing high interpersonal effort which is associated with a more forgettable, or slippery, experience. Individual differences that appear to play a role in desire for effortful human interaction, shopping value type, attitude towards technology and age were identified.
Bu çalışmada bankacılık sektöründeki dijital dönüşümün ve değişimin müşteri deneyimi, müşteri tatmini ve sadakatine etkisi incelenmiştir. Araştırma kapsamında veriler, dijital bankacılık müşterilerinden anket yöntemiyle (n=336) elde edilmiştir. Elde edilen veriler SPSS istatistik programı aracılığı ile analiz edilmiş (Anova) ve yorumlanmıştır. Çalışmadan elde edilen verilere göre dijital bankacılık uygulamalarının kullanım sıklığı ve yoğunluğu yüksek bulunmuş, özellikle dijital bankacılık işlemlerinden mobil bankacılık uygulamalarının kullanımı diğerlerine göre fazla çıkmıştır. Ayrıca dijital bankacılık uygulamalarında müşteri deneyimi, müşteri tatmini ve sadakati arasında anlamlı etkileşim olduğu yapılan analizler ile tespit edilmiştir.
Purpose
The purpose of this paper is to contribute to the conceptualisation of the festival customer experience by proposing a new framework based on three interrelated concepts: event design, social environment and digital environment.
Design/methodology/approach
The authors use a theory adaptation research design to adapt an existing customer experience framework to the specific context of festival customer experience based on the literature on customer experience and experiential marketing within events, festivals, tourism and leisure.
Findings
Based on this new conceptual framework, the authors identify interrelationships between event design, social environment and digital environment which can be managed by festival organisers to improve the customer experience.
Research limitations/implications
This study’s analysis identifies five areas which are crucial for managing the contemporary festival customer experience. It offers researchers a conceptual framework for further development.
Originality/value
The paper proposes a new conceptual framework for festival customer experience which can be used to improve brand experiences at festivals. This is an emerging area which warrants further attention since festivals provide a valuable opportunity for brands to engage and build relationships with prospective and existing customers. This study is the first to combine insights from the interrelationships between event design, digital environment and social environment to better understand how to improve the management of brand experiences at festivals.
Questions about whether candidate perceptions of recruitment and selection practices “matter” have been raised for decades. This study tackles such questions by developing a new theoretical framework to understand the business unit-level emergence and consequences of the collective candidate experience, defined as “ Applicants’ aggregate overall cognitive and affective perceptions based on multiple interactions with a business unit over the course of the entire recruitment and selection process.” A theoretical framework is introduced that integrates signaling theory with research from marketing, recruitment, and applicant reactions to propose that the collective candidate experience construct emerges from interactions in unit-specific social, structural, and physical contexts. The construct is further expected to influence new hire outcomes and business unit outcomes. We then test the theorized consequences of the collective candidate experience in a multi-unit quick service restaurant organization. The collective candidate experience is positively associated with collective new hire engagement, which in turn is associated with collective new hire turnover intentions, collective turnover, and collective customer satisfaction. Additional supporting evidence and preliminary measures are provided in online appendices. Overall, this study complements and extends prior research and directs new research by offering a theoretical framework.
Digital transformation is the process of the adoption of different digital technologies by an organisation. The main objective of digital transformation is to implement and adopt different modern technologies to improve efficiency. The partner relationship management (PRM) is an application integrated with different functions of the organisations. This system uses various methodologies, software, strategies, and web-based capability for information exchange with different stakeholders. Integration of PRM with artificial intelligence (AI) can help organisation in accurate and quick decision making. Not many studies have been conducted to understand the implications of adopting AI-PRM system. In this context, the objectives of this study are to understand the role of AI-PRM in digital transformation of the organisations and how this integration can optimize the business operations.
A hyper-connected digital universe referred to as the ‘metaverse’ bears the promise of fundamentally changing how consumers, brands, and firms will transact and interact in a seamlessly interconnected space of virtual realities. The potential of the metaverse is being accelerated by the increasing tendency of (i) consumers engaging and transacting in virtual spaces and (ii) firms investing millions of dollars in developing metaverse-related technologies. However, given the rapid evolution, there is a lack of clear understanding of the current scope of the metaverse and the consequent implications for marketing practice and research. This study integrates the findings from an extensive literature review of multiple disciplines and expert viewpoints of industry leaders to propose a definition and an organizing framework for the emergent metaverse. Subsequently, the authors discuss how metaverse-induced changes contribute to novel implications for marketing practice and propose a research agenda to guide future academic studies and marketing initiatives.
Digital transformation is profoundly transforming SMEs' business activities, bringing about comparative advantages and associated risks. Previous studies on digital transformation and SMEs focus on technology adoption, innovation, new value creation, and dynamic capabilities. However, it is unclear how digital technology affects SMEs' specific business activities. We study SMEs' customer access, increasing competition, external funding or access to finance, rising input costs, skilled labor shortages, exogenous shocks, global crises, and regulatory issues. This study aims to fill the literature gap by exploring the impact of digital technology, using digital economy and society index (DESI) as proxies for the SME issues. We use DESI and SME data from a survey on European enterprises’ access to finance. We find that digital transformation strengthens SMEs' ability and flexibility to address main business issues. Furthermore, findings reveal that digitally transformed SMEs have fewer concerns about access to new and traditional customers, competition changes, access to finance, increasing input costs, external shocks, and regulatory changes. However, digital transformation also brings risks, such as the shortage of skilled labor and experienced managers and loss of inherent competitiveness. The novelty of our work lies in supplying quantitative knowledge on the link between digital transformation and European SMEs' critical business concerns. These findings substantially increase our understanding of the impact of digital change on European SMEs' business activities.
Penelitian ini mengembangkan secara empiris dalam menguji model penelitian dampak dari lima elemen Social Media Marketing (SMM): entertainment,customization,interactivity, electronic-word-of mouth (eWOM) and trendiness terhadap niat konsumen untuk berpartisipasi dalam penciptaan bersama nilai dan pada konsumen - keterlibatan merek (CBE) dan dirasakan nilai merek pada gilirannya. analisis yang digunakan dalam penelitian ini yaitu pengguna aplikasi nike running yang merupakan produk teknologi kesehatan. Teknologi ini memungkinkan konsumen untuk menikmati pengalaman brand yang unik dalam proses berbagi pengalaman mereka dalam menggunakan produk teknologi perawatan kesehatan yang dapat di unggah di platform media sosial. Data yang diperoleh menggunakan Google form sebanyak 229 responnden,pengguna Nike Running Indonesia. Penelitian ini menggunakan metode uji validitas dan reliabilitas untuk pengujiannya. Hasil penelitian ini menjelaskan bahwa customization, ewom, interactivity berpengaruh positif terhadap value co-creation, sedangkan entertainment dan trendiness tidak. Sehingga hasil penelita ini dapat berguna bagi para manajer perusahaan untuk dapet mengembangkan dengan adanya peran media sosial.Keywords: Consumer-Brand Engagement; Perceived Brand Value; Social Media Marketing; Wearable Healthcare Technology
This article introduces the next major generational evolution of the web: Web3. We review the fundamental evolution of the internet and the web over the past three decades, including a brief presentation of the publications in Business Horizons that are important in a discussion of the emergence of Web3. We then discuss what these recent developments mean to organizations, consumers, and the public. Though the degree to which Web3 will be widely adopted is uncertain, these technologies are already creating both exhilarating and terrifying implications for e-commerce, digital media and online social networking, online marketplaces, search engines, supply chain management, finance, and more. We propose that technical, organizational, and regulatory interoperability will need to be considered and managed in order for Web3 to deliver on its promises of value, and that failure to consider these interoperability components may destroy economic value, consumer confidence, or social issues online. We also call on our fellow researchers to focus on these interoperability issues and how they might impact the bright and dark sides of Web3 technologies to help us understand and shape our Web3 future.
The proliferating demands of consumers today have sparked the need for ECRM, leveraging the technological advancements in MIS and its applications. This chapter elaborates tracking and maintaining ECRM by means of big data analytics tools and artificial intelligence algorithms. It elucidates the predictions and forecasts a business makes based on consumer behaviour. The chapter further delves into the various avenues of artificial intelligence (AI). The taxonomy of AI is explained, and its decision making capability is applied to design and simulate effective SCM systems. Various AI methods are holistically applied to the FMCG supply chain context. In this chapter, the role of big data analytics in aiding the enterprises to maintain ECRM by studying consumer preferences and choices is explored, further advancing into its applications in maintaining FMCG supply chain. This research report provides the various methods of AI used in supply chain and the data analytics tools employed in maintaining ECRM and the FMCG supply chain.
The digital disruption and digital transformation of organizations disrupt managerial practice by changing the nature of organizational work, how management functions or roles can best be undertaken, the optimal tools for undertaking managerial work, and the competencies required to effectively undertake managerial work.Digitally transformed management adopts the optimal approaches for performing management functions, the optimal tools for carrying out managerial work, and the required competencies to use new managerial approaches and tools to accelerate the digital transformation, digital business, and adaptability/agility capabilities of their organizations. This chapter discusses established managerial functions/roles and their digital disruption and transformation. It then discuss the implications of this digital disruption and transformation for managerial effectiveness. The subsequent chapters build on this chapter with a dedicated chapter on each key digital transformation and digital business capability – discussing what it means, the roles managers can play in its building and optimization, and the competencies they require to effectively play their roles in each organization digital business capability.
Cite as: Busulwa, R. (2022). Navigating Digital Transformation in Management (pp133-146). Taylor & Francis.
Despite the annual growth of the virtual reality (VR) market, many businesses – especially small and medium-sized ones – have been slow to adopt VR in their marketing. As many forms of VR exist, it is important to understand how they can be used in achieving specific marketing objectives. Unfortunately, clear guidance related to VR production for marketing purposes is lacking. To address this, present research proposes a roadmap for deploying VR marketing strategically in customer-centered businesses. It builds on the extant VR marketing literature to consider VR marketing objectives for each stage of the consumer journey and offers concrete recommendations for selecting and designing VR application based on these objectives. The use of the proposed guidelines is further exemplified by two mini-cases from the Scottish tourism industry.
Developments in digital marketing technologies have caused the channels in which retailers communicate and interact with their customers to be fragmented. Retailers provide products, services, and information to their customers by using traditional, digital, and social media along with sales channels such as physical stores, websites, and mobile applications. In this context, it is necessary to create integration and synergy between all these channels and touchpoints interacting with the customer. The omnichannel retailing strategy helps companies create a seamless customer experience by addressing all channels and touchpoints within a unified approach. Therefore, in this chapter, the customer experience and omnichannel strategy are defined, and the applications, attributes, or components that should be provided in the omnichannel environment for a comprehensive retail customer experience are discussed with a literature-based exploratory research approach.
Syukur alhamdulillah penulis haturkan kepada
Allah Swt. yang senantiasa melimpahkan karunia dan
berkah Nya sehingga penulis mampu merampungkan
karya ini tepat pada waktunya, sehingga penulis dapat
menghadirkannya dihadapan para pembaca. Kemudian,
tak lupa shalawat dan salam semoga senantiasa
tercurah limpahkan kepada Nabi Muhammad Saw., para
sahabat, dan ahli keluarganya yang mulia.
Secara konsep teoritis, transformasi digital adalah
proses transformasi analog menjadi digital. Proses ini
secara tidak sadar telah kita lakukan sudah cukup lama.
Mulai dari pergeseran penggunaan kaset berubah ke
compact disc (CD) hingga kertas menjadi dokumen
digital seperti PDF. Transformasi digital dalam bisnis
dapat diartikan sebagai penggunaan teknologi dalam
proses bisnis.
Proses transformasi digital bisnis bisa rumit
ataupun bisa dengan mudah dilaksanakan tanpa
kendala. Hal ini tergantung dari besar kecil organisasi
yang akan melakukan transformasi digital. Sebagai
contoh, jika sebuah organisasi yang melakukan
transformasi digital bergerak dalam bidang
manufaktur, maka akan ada banyak proses yang perlu.
digitalisasi. Dimulai dari bagaimana konsumen
berinteraksi, hingga sampai bagaimana logistik atau
barang diantarkan ke konsumen.
Dalam keperluan itulah, buku Transformasi
Digital ini sengaja penulis hadirkan untuk pembaca.
Tujuan buku ini adalah sebagai panduan bagi setiap
orang yang ingin mempelajari dan memperdalam ilmu
pengetahuan. Buku ini juga untuk memberikan
pencerahan kepada para pendidik, peserta didik, pelaku
pendidikan, pengelola lembaga pendidikan dan
masyarakat pada umumnya, dalam rangka menciptakan
generasi emas yang memiliki ilmu pengetahuan serta
wawasan yang luas.
Penulis menyampaikan terima kasih yang tak
terhingga bagi semua pihak yang telah berpartisipasi.
Terakhir seperti kata pepatah bahwa” Tiada Gading
Yang Tak Retak” maka penulisan buku ini juga jauh dari
kata sempurna, oleh karena itu penulis sangat
berterima kasih apabila ada saran dan masukkan yang
dapat diberikan guna menyempurnakan buku ini di
kemudian hari.
April 2022
Penulis
Free copy available @ https://authors.elsevier.com/a/1fKeo3SU%7EVoFHV
Highlights:
I propose a new conceptualization of luxury retail atmospherics focusing on what matters most to customers.
I expose luxury retail experience drivers and the role of atmospherics in addressing the new experiences consumers seek.
The study challenges the applicability of broader retail atmospherics models, such as DAST.
I deliver guidance on how to design both online and offline luxury retail to mirror the experience customers seek more closely.
Este artículo analiza las publicaciones sobre transformación digital y crisis en la base de datos Scopus, identificando la evolución de los términos por año, y proponer una clasificación temática según los temas encontrados. La metodología tiene dos etapas principales: aplicar modelado de temas por año de publicación a resúmenes de artículos seleccionados; y aplicar teoría fundamentada para clasificar los temas generados. Los resultados revelan cinco temas investigados: crisis del conocimiento existente por transformación digital; cambios sociales, económicos y de negocio por transformación digital; nuevas herramientas para nuevos tiempos a nivel organizacional/social; COVID-19 como acelerador de transformación digital; y futuro del trabajo, de organizaciones y de sociedad post COVID-19.
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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