How Firm-customer digital interactions are recreating the customer experience

Description

In this study, we focus on the evolving role of digital connections between customers and firms throughout all stages of customer journeys. Recent technological advancement allows firms to collect, analyze, and manage vast amounts of consumer information (e.g., digital footprints and personal preferences) throughout multiple touchpoints and interactions. The capability of big data analytics enables firms to provide highly personalized, time-sensitive, and localized communication messages and marketing offers to customers. The customer perceived benefits of tailored product offerings come with the costs of privacy concerns of the disclosure of personalized information. We explored how the customer perceived benefits of brand personalization and privacy calculus may interact and recreate the customer experience.

Period	30 May 2023
Event title	Data Science and AI Forum 2023
Event type	Forum
Location	Hong KongShow on map