Disconnect to Connect to Different Age Group Customers

Divya Mittal and Shiv Ratan Agrawal
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Divya Mittal: IBS Hyderabad, a Constituent of IFHE (Deemed), India
Shiv Ratan Agrawal: IBS Hyderabad, a Constituent of IFHE (Deemed), India

Information Resources Management Journal (IRMJ), 2022, vol. 35, issue 1, 1-19

Abstract: The present study aimed to identify the inabilities of service firms to connect to different age group customers whilst the era of smart technologies. Despite various service innovations customer services seem to be worsening across the world. It is imperative to understand different age group customers' experiences while using smart technologies to address current customer strategies and practices in the service sector. The study adopted the CIT method to collect participants’ experiences who were using smart technologies in various service settings. The study indicates that how staff and top management personnel of service firms are using smart technologies as a shield to avoid human contact with their customers presently. Additionally, the study highlights the relevance of people, empathy, and interactive marketing practices for improving services even in the era of smart technologies. It means that service firms should connect more and more customers through various smart technologies but get themselves disconnected from these technologies to keep a direct human interaction.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:rmj000:v:35:y:2022:i:1:p:1-19

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