Transforming the Customer Experience Through New Technologies

Wayne D. Hoyer, Mirja Kroschke, Bernd Schmitt, Karsten Kraume and Venkatesh Shankar

Journal of Interactive Marketing, 2020, vol. 51, issue C, 57-71

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.

Keywords: Customer experience; Experiential marketing; Customer value; Internet of Things (IoT); Augmented and Virtual Reality (AR/VR); AI and robots (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (87)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:51:y:2020:i:c:p:57-71

DOI: 10.1016/j.intmar.2020.04.001

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