Journal
JOURNAL OF INTERACTIVE MARKETING
Volume 51, Issue -, Pages 57-71Publisher
SAGE PUBLICATIONS INC
DOI: 10.1016/j.intmar.2020.04.001
Keywords
Customer experience; Experiential marketing; Customer value; Internet of Things (IoT); Augmented and Virtual Reality (AR/VR); AI and robots
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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.
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