Transforming the Customer Experience Through New Technologies

被引：412
作者：
Hoyer, Wayne D. [1 ]
Kroschke, Mirja [2 ]
Schmitt, Bernd [3 ]
Kraume, Karsten [4 ]
Shankar, Venkatesh [5 ]
机构：
[1] Univ Texas Austin, McCombs Sch Business, Austin, TX 78712 USA
[2] Univ Munster, Mkt Ctr Muenster, Munster, Germany
[3] Columbia Univ, Columbia Business Sch, New York, NY USA
[4] Univ Munster, European Res Ctr Informat Syst, Munster, Germany
[5] Texas A&M Univ, Ctr Retailing Studies, Mays Business Sch, College Stn, TX USA
来源：
JOURNAL OF INTERACTIVE MARKETING | 2020年 / 51卷
关键词：
Customer experience; Experiential marketing; Customer value; Internet of Things (IoT); Augmented and Virtual Reality (AR/VR); AI and robots; AUGMENTED REALITY; RECOMMENDATION AGENTS; INFORMATION OVERLOAD; BRAND ENGAGEMENT; CONSUMER CHOICE; KEY ISSUES; E-COMMERCE; INTERNET; SERVICE; CONCEPTUALIZATION;
D O I：
10.1016/j.intmar.2020.04.001
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
New technologies such as Internet of Things (IoT), Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), virtual assistants, chatbots. and robots, which are typically powered by Artificial Intelligence (AI), are dramatically transforming the customer experience. In this paper, we offer a fresh typology of new technologies powered by AI and propose a new framework for understanding the role of new technologies on the customer/shopper journey. Specifically, we discuss the impact and implications of these technologies on each broad stage of the shopping journey (pre-transaction, transaction, and post-transaction) and advance a new conceptualization for managing these new AI technologies along customer experience dimensions to create experiential value. We discuss future research ideas emanating from our framework and outline interdisciplinary research avenues. (C) 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.
引用
收藏
页码：57 / 71
页数：15
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