Journal
INTERNATIONAL JOURNAL OF EMERGING MARKETS
Volume 17, Issue 7, Pages 1738-1758Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJOEM-08-2021-1214
Keywords
Artificial intelligence; Augmented reality; Chatbot; Customer journey; Machine learning; Mixed reality
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This study aims to investigate the trends of the customer journey in the retail sector and provide a novel model framework supported by AI and ML, directing customers into different stages and offering different touchpoints in each stage.
Purpose This study defines a three-angled research plan to intensify the knowledge and development undergoing in the retail sector. It proposes a theoretical framework of the customer journey to explain the customers' intent to adopt artificial intelligence (AI) and machine learning (ML) as a protective measure for interaction between the customer and the brand. Design/methodology/approach This study presents a research agenda from three-dimensional online search, ML and AI algorithms. This paper enhances the readers' understanding by reviewing the literature present in utilizing AI in the customer journey and presenting a theoretical framework. Findings Using AI tools like Chatbots, Recommenders, Virtual Assistance and Interactive Voice Recognition (IVR) helps create improved brand awareness, better customer relationships marketing and personalized product modification. Originality/value This study intends to identify a research plan based on investigating customer journey trends in today's changing times with AI incorporation. The research provides a novel model framework of the customer journey by directing customers into different stages and providing different touchpoints in each stage, all supported with AI and ML.
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