IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v124y2021icp12-23.html
   My bibliography  Save this article

Hyper-personalization, co-creation, digital clienteling and transformation

Author

Listed:
  • Jain, Geetika
  • Paul, Justin
  • Shrivastava, Archana

Abstract

The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.

Suggested Citation

  • Jain, Geetika & Paul, Justin & Shrivastava, Archana, 2021. "Hyper-personalization, co-creation, digital clienteling and transformation," Journal of Business Research, Elsevier, vol. 124(C), pages 12-23.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:12-23
    DOI: 10.1016/j.jbusres.2020.11.034
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320307918
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.11.034?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. ., 2019. "Goods and services," Chapters, in: Global Political Economy, chapter 5, pages 66-91, Edward Elgar Publishing.
    2. Tversky, Amos & Kahneman, Daniel, 1992. "Advances in Prospect Theory: Cumulative Representation of Uncertainty," Journal of Risk and Uncertainty, Springer, vol. 5(4), pages 297-323, October.
    3. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    4. Bresciani, Stefano & Ferraris, Alberto & Del Giudice, Manlio, 2018. "The management of organizational ambidexterity through alliances in a new context of analysis: Internet of Things (IoT) smart city projects," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 331-338.
    5. Marja Toivonen & Tiina Tuominen, 2009. "Emergence of innovations in services," The Service Industries Journal, Taylor & Francis Journals, vol. 29(7), pages 887-902, July.
    6. Yuchen Jiang & Cong Shi & Siqian Shen, 2019. "Service Level Constrained Inventory Systems," Production and Operations Management, Production and Operations Management Society, vol. 28(9), pages 2365-2389, September.
    7. Erevelles, Sunil & Fukawa, Nobuyuki & Swayne, Linda, 2016. "Big Data consumer analytics and the transformation of marketing," Journal of Business Research, Elsevier, vol. 69(2), pages 897-904.
    8. Rust, Roland T. & Espinoza, Francine, 2006. "How technology advances influence business research and marketing strategy," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1072-1078, October.
    9. Rialti, Riccardo & Zollo, Lamberto & Ferraris, Alberto & Alon, Ilan, 2019. "Big data analytics capabilities and performance: Evidence from a moderated multi-mediation model," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    10. Gurjeet Kaur Sahi & Sanjeewani Sehgal & Rita Sharma, 2017. "Predicting Customers Recommendation from Co-creation of Value, Customization and Relational Value," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 19-35, March.
    11. Pastore, Francesco, 2020. "The quasi-market of employment services in Italy," Journal of Policy Modeling, Elsevier, vol. 42(6), pages 1248-1269.
    12. Cappetta, Rossella & Cillo, Paola & Ponti, Anna, 2006. "Convergent designs in fine fashion: An evolutionary model for stylistic innovation," Research Policy, Elsevier, vol. 35(9), pages 1273-1290, November.
    13. ., 2019. "Limits to growth – sinks and services," Chapters, in: Managing without Growth, Second Edition, chapter 6, pages 135-167, Edward Elgar Publishing.
    14. Zaborek, Piotr & Mazur, Jolanta, 2019. "Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs," Journal of Business Research, Elsevier, vol. 104(C), pages 541-551.
    15. Galindo-Martín, Miguel-Ángel & Castaño-Martínez, María-Soledad & Méndez-Picazo, María-Teresa, 2019. "Digital transformation, digital dividends and entrepreneurship: A quantitative analysis," Journal of Business Research, Elsevier, vol. 101(C), pages 522-527.
    16. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    17. Larivière, Bart & Bowen, David & Andreassen, Tor W. & Kunz, Werner & Sirianni, Nancy J. & Voss, Chris & Wünderlich, Nancy V. & De Keyser, Arne, 2017. "“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers," Journal of Business Research, Elsevier, vol. 79(C), pages 238-246.
    18. Bitner, Mary Jo & Brown, Stephen W., 2008. "The service imperative," Business Horizons, Elsevier, vol. 51(1), pages 39-46.
    19. Alain Yee Loong Chong & Eugene Ch’ng & Martin J. Liu & Boying Li, 2017. "Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews," International Journal of Production Research, Taylor & Francis Journals, vol. 55(17), pages 5142-5156, September.
    20. Burnkrant, Robert E & Cousineau, Alain, 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 206-215, December.
    21. Sachin Kamble & Angappa Gunasekaran & Neelkanth C. Dhone, 2020. "Industry 4.0 and lean manufacturing practices for sustainable organisational performance in Indian manufacturing companies," International Journal of Production Research, Taylor & Francis Journals, vol. 58(5), pages 1319-1337, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yibei Pu & Norzaidahwati Zaidin & Yaodong Zhu, 2023. "How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    2. Murinde, Victor & Rizopoulos, Efthymios & Zachariadis, Markos, 2022. "The impact of the FinTech revolution on the future of banking: Opportunities and risks," International Review of Financial Analysis, Elsevier, vol. 81(C).
    3. Jain, Geetika & Kamble, Sachin S. & Ndubisi, Nelson Oly & Shrivastava, Archana & Belhadi, Amine & Venkatesh, Mani, 2022. "Antecedents of Blockchain-Enabled E-commerce Platforms (BEEP) adoption by customers – A study of second-hand small and medium apparel retailers," Journal of Business Research, Elsevier, vol. 149(C), pages 576-588.
    4. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-19, November.
    5. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Alharmoodi, Ahmed Abdulla & Khan, Mehmood & Mertzanis, Charilaos & Gupta, Shivam & Mikalef, Patrick & Parida, Vinit, 2024. "Co-creation and critical factors for the development of an efficient public e-tourism system," Journal of Business Research, Elsevier, vol. 174(C).
    7. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
    8. Micu, Adrian & Capatina, Alexandru & Cristea, Dragos Sebastian & Munteanu, Dan & Micu, Angela-Eliza & Sarpe, Daniela Ancuta, 2022. "Assessing an on-site customer profiling and hyper-personalization system prototype based on a deep learning approach," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    9. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-21, November.
    10. Reinecke, Sven & Renner, Susanna, 2021. ""Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 52-59.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Emmert, Martin & Schindler, Anja & Drach, Cordula & Sander, Uwe & Patzelt, Christiane & Stahmeyer, Jona & Kühnel, Elias & Lauerer, Michael & Nagel, Eckhard & Frömke, Cornelia & Schöffski, Oliver & Hep, 2022. "The use intention of hospital report cards among patients in the presence or absence of patient-reported outcomes," Health Policy, Elsevier, vol. 126(6), pages 541-548.
    2. François Salanié & Vera Zaporozhets, 2022. "Water allocation, crop choice, and priority services," Journal of Public Economic Theory, Association for Public Economic Theory, vol. 24(1), pages 140-158, February.
    3. Matarazzo, Michela & Penco, Lara & Profumo, Giorgia & Quaglia, Roberto, 2021. "Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective," Journal of Business Research, Elsevier, vol. 123(C), pages 642-656.
    4. Sund, Kristian J. & Bogers, Marcel L.A.M. & Sahramaa, Meri, 2021. "Managing business model exploration in incumbent firms: A case study of innovation labs in European banks," Journal of Business Research, Elsevier, vol. 128(C), pages 11-19.
    5. Huarng, Kun-Huang & Bresciani, Stefano & Ferraris, Alberto, 2020. "Experiential interaction design model," Journal of Business Research, Elsevier, vol. 118(C), pages 486-490.
    6. Vrontis, Demetris & Basile, Gianpaolo & Simona Andreano, M. & Mazzitelli, Andrea & Papasolomou, Ioanna, 2020. "The profile of innovation driven Italian SMEs and the relationship between the firms’ networking abilities and dynamic capabilities," Journal of Business Research, Elsevier, vol. 114(C), pages 313-324.
    7. Rammal, Hussain G. & Rose, Elizabeth L. & Ghauri, Pervez N. & Ørberg Jensen, Peter D. & Kipping, Matthias & Petersen, Bent & Scerri, Moira, 2022. "Economic nationalism and internationalization of services: Review and research agenda," Journal of World Business, Elsevier, vol. 57(3).
    8. Scuotto, V & Nicotra, M. & Del Giudice, M. & Krueger, N. & Gregori, G.L., 2021. "A microfoundational perspective on SMEs’ growth in the digital transformation era," Journal of Business Research, Elsevier, vol. 129(C), pages 382-392.
    9. Alberto Bertello & Alberto Ferraris & Stefano Bresciani & Paola Bernardi, 2021. "Big data analytics (BDA) and degree of internationalization: the interplay between governance of BDA infrastructure and BDA capabilities," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1035-1055, December.
    10. Maurizio Dallocchio & Marcello Lambri & Emiliano Sironi & Emanuele Teti, 2024. "The Role of Digitalization in Cross-Border E-Commerce Performance of Italian SMEs," Sustainability, MDPI, vol. 16(2), pages 1-17, January.
    11. Maria de Lurdes Calisto & Soumodip Sarkar, 2017. "Innovation and corporate entrepreneurship in service businesses," Service Business, Springer;Pan-Pacific Business Association, vol. 11(3), pages 581-600, September.
    12. Boccali, Filippo & Mariani, Marcello M. & Visani, Franco & Mora-Cruz, Alexandra, 2022. "Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    13. Caputo, Andrea & Pizzi, Simone & Pellegrini, Massimiliano M. & Dabić, Marina, 2021. "Digitalization and business models: Where are we going? A science map of the field," Journal of Business Research, Elsevier, vol. 123(C), pages 489-501.
    14. Gupta, Shivam & Justy, Théo & Kamboj, Shampy & Kumar, Ajay & Kristoffersen, Eivind, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    15. Patrucco, Andrea S. & Marzi, Giacomo & Trabucchi, Daniel, 2023. "The role of absorptive capacity and big data analytics in strategic purchasing and supply chain management decisions," Technovation, Elsevier, vol. 126(C).
    16. Kuo Cheng Chung & Paul Juinn Bing Tan, 2022. "Options to Improve Service Quality to Enhance Value Co-Creation for Customers in the Aviation Industry in Taiwan," SAGE Open, , vol. 12(1), pages 21582440221, March.
    17. Di Vaio, Assunta & Palladino, Rosa & Pezzi, Alberto & Kalisz, David E., 2021. "The role of digital innovation in knowledge management systems: A systematic literature review," Journal of Business Research, Elsevier, vol. 123(C), pages 220-231.
    18. Rialti, Riccardo & Zollo, Lamberto & Ferraris, Alberto & Alon, Ilan, 2019. "Big data analytics capabilities and performance: Evidence from a moderated multi-mediation model," Technological Forecasting and Social Change, Elsevier, vol. 149(C).
    19. Sanjit K. Roy & Gaganpreet Singh & Corey Hatton & Bidit Dey & Nisreen Ameen & Satish Kumar, 2023. "Customers’ motives to co-create in smart services interactions," Electronic Commerce Research, Springer, vol. 23(3), pages 1367-1400, September.
    20. Usai, A. & Fiano, F. & Messeni Petruzzelli, A. & Paoloni, P. & Farina Briamonte, M. & Orlando, B., 2021. "Unveiling the impact of the adoption of digital technologies on firms’ innovation performance," Journal of Business Research, Elsevier, vol. 133(C), pages 327-336.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:12-23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.