Reinforcing customer journey through artificial intelligence: a review and research agenda
International Journal of Emerging Markets
; 17(7):1738-1758, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1932029
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.
Business And Economics--International Commerce; Artificial intelligence; Augmented reality; Chatbot; Customer journey; Machine learning; Mixed reality; Research; Behavior; Software; Marketing; Voice recognition; Learning; Directing; Brands; Individualized; Internet of Things; Emerging markets; Inventory control; Literature reviews; Algorithms; Customers; Intelligence; COVID-19; 51121:Software Publishers; 54172:Research and Development in the Social Sciences and Humanities
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
International Journal of Emerging Markets
Year:
2022
Document Type:
Article
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