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
相关论文
共 83 条
  • [31] A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness
    Huang, Tseng-Lung
    Liao, Shuling
    [J]. ELECTRONIC COMMERCE RESEARCH, 2015, 15 (02) : 269 - 295
  • [32] Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
    Hughes, Christian
    Swaminathan, Vanitha
    Brooks, Gillian
    [J]. JOURNAL OF MARKETING, 2019, 83 (05) : 78 - 96
  • [33] Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns
    Inman, J. Jeffrey
    Nikolova, Hristina
    [J]. JOURNAL OF RETAILING, 2017, 93 (01) : 7 - 28
  • [34] PERSPECTIVES ON INFORMATION OVERLOAD
    JACOBY, J
    [J]. JOURNAL OF CONSUMER RESEARCH, 1984, 10 (04) : 432 - 435
  • [35] Junglas I, 2013, J ASSOC INF SYST, V14, P585
  • [36] Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games
    Kim, Sara
    Chen, Rocky Peng
    Zhang, Ke
    [J]. JOURNAL OF CONSUMER RESEARCH, 2016, 43 (02) : 282 - 302
  • [37] Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking
    Kim, Seo Young
    Schmitt, Bernd H.
    Thalmann, Nadia M.
    [J]. MARKETING LETTERS, 2019, 30 (01) : 1 - 12
  • [38] Kodra E., 2013, Proceedings of the 10th IEEE International Conference and Workshops on Automatic Face and Gesture Recognition, P15
  • [39] The effect of cultural orientation on consumer responses to personalization
    Kramer, Thomas
    Spolter-Weisfeld, Suri
    Thakkar, Maneesh
    [J]. MARKETING SCIENCE, 2007, 26 (02) : 246 - 258
  • [40] Kraume K., 2019, The Art of Structuring: Bridging the Gap Between Information Systems Research and Practice, P101, DOI [10.1007/978-3-030-06234-7_10, DOI 10.1007/978-3-030-06234-7_10]
123456789