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Article
Publication date: 4 August 2023

Ana Valeria Calvo, Ana Dolores Franco and Marta Frasquet

This study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to…

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Abstract

Purpose

This study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to pave the way to better understand the intersection between these two novel topics through perspectives and associated interpretations from managers', consultants' and consumers' beliefs, experiences and thoughts.

Design/methodology/approach

The study adopts an explorative inductive design. Data from 41 in-depth interviews with high-level retail managers (12), AI consultants (3) and omnichannel consumers (26) was analyzed using grounded theory methodology.

Findings

The study's results revealed that, when AI systems are implemented in the omnichannel experience, some dimensions of the OCE change in relevance. The findings show that some OCE dimensions are easier to relate with experiential elements of the omnichannel experience, such as personalization, consistency and flexibility. In contrast, integration and connectivity are perceived as internal retailer capabilities that enable the omnichannel strategy. Consumers' data also show differences in the omnichannel customer journeys for the product categories of clothes, electronics and furniture.

Originality/value

This study presents insights on the impact of AI on OCE from top-retail managers', consultants' and consumers' perspectives. This choice allowed researchers to explore and uncover interesting intersecting points and examine issues related to omnichannel experience and AI systems implementation, providing guidance for future research.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 9/10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 27 November 2023

Herbert Kotzab, Xavier Brusset and Kristina Petljak

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Abstract

Details

International Journal of Retail & Distribution Management, vol. 51 no. 9/10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 April 1974

Frances Neel Cheney

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are…

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Abstract

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.

Details

Reference Services Review, vol. 2 no. 4
Type: Research Article
ISSN: 0090-7324

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