IDEAS home Printed from https://ideas.repec.org/p/osf/osfxxx/vh7gz.html
   My bibliography  Save this paper

The Role of Experience in the Digital Age and Its Purpose in the Value Creation Process

Author

Listed:
  • Sakib, S M Nazmuz

Abstract

Advances in new technologies have disrupted the business environment with increased access to information and communication tools that cause a shift from traditional brick-and-motor business to online business models. These changes have impacted the way products and services are marketed. Importantly, creation of value in marketing has changed consistent with the live experience dynamic in the new business environment. The aim of the present evaluation, therefore, is to assess the potential of experiential marketing in the digital era in the process of value creation in online businesses. In the process, a mixed-methods research was conducted guided by a pragmatist epistemology and abductive logic in the evaluation of secondary qualitative and quantitative data sourced from online journal data repositories. Using descriptive and thematic analyses, the study demonstrated the capacity of experiential marketing in the development of a marketing strategy recognizing the importance of interaction between customers, and products or services, the mediating role of live experience on online customer behavior, particularly customer satisfaction and customer loyalty in the development of business-customer relationships.

Suggested Citation

  • Sakib, S M Nazmuz, 2021. "The Role of Experience in the Digital Age and Its Purpose in the Value Creation Process," OSF Preprints vh7gz, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:vh7gz
    DOI: 10.31219/osf.io/vh7gz
    as

    Download full text from publisher

    File URL: https://osf.io/download/63a34c28ca8be701a1e5b35a/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/vh7gz?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
    ---><---

    References listed on IDEAS

    as
    1. Nisreen Ameen & Ali Tarhini & Alexander Reppel & Amitabh Anand, 2021. "Customer experiences in the age of artificial intelligence," Post-Print halshs-03045430, HAL.
    2. Yang, Yongqing & Gong, Yeming & Land, Lesley Pek Wee & Chesney, Thomas, 2020. "Understanding the effects of physical experience and information integration on consumer use of online to offline commerce," International Journal of Information Management, Elsevier, vol. 51(C).
    3. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    Full references (including those not matched with items on IDEAS)

    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. Fan, Hua & Gao, Wei & Han, Bing, 2023. "Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences," Journal of Business Research, Elsevier, vol. 156(C).
    2. Kuen-Cheng Lee & I-Hsiung Chang & Tsung-Jen Wu & Ru-Si Chen, 2022. "The Moderating Role of Perceived Interactivity in the Relationship Between Online Customer Experience and Behavioral Intentions to Use Parenting Apps for Taiwanese Preschool Parents," SAGE Open, , vol. 12(1), pages 21582440221, March.
    3. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Khai Loon Lee & Afiq Muqri Bin Shaharud-din, 2022. "Procurement 4.0 and Organizational Performance in the Malaysian Construction Industry," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 13(1), pages 1-22, January.
    5. Syed Far Abid Hossain & Zhao Xi & Mohammad Nurunnabi & Khalid Hussain, 2020. "Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust," SAGE Open, , vol. 10(3), pages 21582440209, July.
    6. Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    7. Pham Quang Huy & Vu Kien Phuc, 2023. "Big data in relation with business intelligence capabilities and e-commerce during COVID-19 pandemic in accountant’s perspective," Future Business Journal, Springer, vol. 9(1), pages 1-21, December.
    8. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    9. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    10. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    11. Bilal Ahmad Ali Al-Khateeb & Fakher Moncef Jaoua & Elsayed Sobhy Ahmed Mohamed, 2023. "The Impact of Attitude Towards Online Shopping in Strengthening the Relationship Between Online Shopping Experience and E-Customer Engagement," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-25, January.
    12. Prateep Puengwattanapong & Adisorn Leelasantitham, 2022. "A Holistic Perspective Model of Plenary Online Consumer Behaviors for Sustainable Guidelines of the Electronic Business Platforms," Sustainability, MDPI, vol. 14(10), pages 1-38, May.
    13. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Alraja, Mansour, 2022. "Frontline healthcare providers’ behavioural intention to Internet of Things (IoT)-enabled healthcare applications: A gender-based, cross-generational study," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    15. Lesedi Machi & Phindulo Nemavhidi & Tinashe Chuchu & Brighton Nyagadza & Marike Venter de Villiers, 2022. "Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 176-187, July.
    16. 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.
    17. Hadiqa Riaz & Vida Davidaviciene & Hassaan Ahmed & Ieva Meidute-Kavaliauskiene, 2022. "Optimizing Customer Repurchase Intention through Cognitive and Affective Experience: An Insight of Food Delivery Applications," Sustainability, MDPI, vol. 14(19), pages 1-22, October.
    18. Gao, Wei & Li, Wenqian & Fan, Hua & Jia, Xingping, 2021. "How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Sudatta Kar & Arpan Kumar Kar & Manmohan Prasad Gupta, 2021. "Modeling Drivers and Barriers of Artificial Intelligence Adoption: Insights from a Strategic Management Perspective," Intelligent Systems in Accounting, Finance and Management, John Wiley & Sons, Ltd., vol. 28(4), pages 217-238, October.
    20. Li, Xi & Dahana, Wirawan Dony & Ye, Qiongwei & Peng, Luluo & Zhou, Jiaying, 2021. "How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:osf:osfxxx:vh7gz. 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: OSF (email available below). General contact details of provider: https://osf.io/preprints/ .

    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.