Transforming the Customer Experience through New Technologies

2020/05/19 by Wayne D. Hoyer, Mirja Kroschke, Bernd H. Schmitt +2 · 3 citations
Business, Management and Accounting · Social Sciences · #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #Digital Marketing and Social Media

paper · doi:10.1016/j.intmar.2020.04.001

openalex publication_date 2020/05/19 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29

Abstract

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.

Citations

• Customer Experience Management in Retailing: Understanding the Buying Process
• On seeing human: A three-factor theory of anthropomorphism.
• The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
• Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?
• Competitive Advantage through Engagement
• Customer engagement: the construct, antecedents, and consequences
• Understanding Customer Experience Throughout the Customer Journey
• Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences
• Effective customer journey design: consumers’ conception, measurement, and consequences
• Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses
• Artificial Intelligence and Marketing: Pitfalls and Opportunities

Cited by

• Delegation of purchasing tasks to AI: The role of perceived choice and decision autonomy
• Virtual-physical alliance in the metaverse ecosystem: Business model evolution and optimal deployment of knowledge management strategy
• Beyond efficiency: Revisiting AI platforms, servitization and power relations from a critical perspective

Related

• Leveraging In-Store Technology and AI: Increasing Customer and Employee Efficiency and Enhancing their Experiences
• More than Machines: The Role of the Future Retail Salesperson in Enhancing the Customer Experience
• Facilitating retail customers’ use of AI-based virtual assistants: A meta-analysis
• Artificial intelligence (AI) techniques: a game-changer in Digital marketing for shop
• The Future of Retailing