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Digital service innovation, customer engagement, and customer equity in AR marketing

Author

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  • Kyung Hoon Kim
  • Eunju Ko
  • Sang Jin Kim
  • Qi Jiang

Abstract

Service innovation with digital technology such as augmented reality allows brands to deliver additional values to customers, as interactions between brand and customer improve a brand’s performance. However, there is little research on digital service innovation and its impact on customer behavior. Thus, the authors focus on digital service innovation and aim to answer whether it plays a role in positive customer response. This study examines the relationship between digital service innovation, customer engagement, and customer equity. The findings of this study show that digital service innovation helps improve customer engagement, which also leads to customer equity. Finally, the authors discuss academic and managerial implications.

Suggested Citation

  • Kyung Hoon Kim & Eunju Ko & Sang Jin Kim & Qi Jiang, 2021. "Digital service innovation, customer engagement, and customer equity in AR marketing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(3), pages 453-466, July.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:3:p:453-466
    DOI: 10.1080/21639159.2021.1923054
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    Cited by:

    1. Yuk, Hyeyeon & Garrett, Tony C., 2023. "Does customer participation moderate the effects of innovation on cost-based financial performance? An examination of different forms of customer participation," Journal of Business Research, Elsevier, vol. 156(C).
    2. Branka Dropulic & Zoran Krupka & Goran Vlasic, 2022. "Brand Equity In A Digital Age: Systematic Literature Review," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 277-302, june.

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