计算机科学
客户体验
独创性
平面图(考古学)
知识管理
产品(数学)
客户的声音
客户情报
顾客价值
客户保留
价值(数学)
营销
客户宣传
人工智能
业务
社会学
机器学习
定性研究
服务(商务)
服务质量
考古
经济
几何学
历史
社会科学
市场经济
数学
等级制度
作者
Jyoti Rana,Loveleen Gaur,Gurmeet Singh,Usama Awan,Muhammad Imran Rasheed
出处
期刊:International Journal of Emerging Markets
[Emerald (MCB UP)]
日期:2021-12-06
卷期号:17 (7): 1738-1758
被引量:47
标识
DOI:10.1108/ijoem-08-2021-1214
摘要
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.
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