Transforming the Customer Experience through New Technologies
By Wayne D. Hoyer, M. Kroschke, Bernd H. Schmitt, Karsten Kraume, Venkatesh Shankar. Journal of Interactive Marketing, 2020
784 citations recorded by the source corpus.
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.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/0bb09b83649c6d0edf6246282006adaa821af8ec
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Citations in the corpus
- What is XR? Towards a Framework for Augmented and Virtual Reality (2022, background): “Recent advances in information technology, such as high-speed mobile Internet, artificial intelligence, increased computing power, and high-resolution displays, create new ways for users to experience reality (Dwivedi et al., 2020; Hoyer et al., 2020).”
- How Technology is Changing Retail (2021, neutral): “Hoyer et al. (2020) Emerging technologies and customer”
- Artificial Intelligence and Marketing: Pitfalls and Opportunities (2020, background): “In particular, it will have a deep and profound impact on customer experience (Hoyer, Kroschke, Schmitt, Kraume, & Shankar, 2020) and customer relationship management (Libai et al., 2020).”