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

Rana, Jyoti and Gaur, Loveleen and Singh, Gurmeet and Awan, Usama and Rasheed, Muhammad Imran (2021) Reinforcing customer journey through artificial intelligence: a review and research agenda. International Journal of Emerging Markets, TBC . pp. 1-21. ISSN 1746-8809

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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 a 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

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: School of Business and Management (SBM)
Depositing User: Gurmeet Singh
Date Deposited: 10 Dec 2021 00:13
Last Modified: 10 Dec 2021 00:13

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