Reinforcing customer journey through artificial intelligence: a review and research agenda

Jyoti Rana, Loveleen Gaur, Gurmeet Singh, Usama Awan and Muhammad Imran Rasheed

International Journal of Emerging Markets, 2021, vol. 17, issue 7, 1738-1758

Abstract: 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.

Keywords: Artificial intelligence; Augmented reality; Chatbot; Customer journey; Machine learning; Mixed reality (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoemp:ijoem-08-2021-1214

DOI: 10.1108/IJOEM-08-2021-1214

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