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

Author

Listed:
  • Jyoti Rana
  • Loveleen Gaur
  • Gurmeet Singh
  • Usama Awan
  • Muhammad Imran Rasheed

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.

Suggested Citation

  • Jyoti Rana & Loveleen Gaur & Gurmeet Singh & Usama Awan & Muhammad Imran Rasheed, 2021. "Reinforcing customer journey through artificial intelligence: a review and research agenda," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 17(7), pages 1738-1758, December.
    • Handle: RePEc:eme:ijoemp:ijoem-08-2021-1214
    DOI: 10.1108/IJOEM-08-2021-1214
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    Cited by:

    1. Dhiman, Neeraj & Jamwal, Mohit & Kumar, Ajay, 2023. "Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools," Journal of Business Research, Elsevier, vol. 167(C).

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