Analyzing Customer Service Technologies for Online Retailing: A Customer Service Life Cycle Approach

Ayanso, Anteneh; Lertwachara, Kaveepan

doi:10.1080/08874417.2015.11645789

Cited by 3 publications

(3 citation statements)

References 36 publications

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“…This review contributes to marketing literature in the following ways. Technology-enabled retail services (Ayanso et al, 2010), specifically refer to omnichannel integration (Lim, Cheah, et al, 2022), including the emerging areas of the metaverse, voice assistant technology (Moriuchi, 2019), and social commerce, thereby providing opportunities for further exploration. The strategic advantage obtained using digital technologies may include 360 augmented realities for personalization, customization, and animation to help navigate content, comparisons, and review of products and services and voice assistants.…”

Section: Discussionmentioning

confidence: 99%

“…Finally, technology‐interactive services can help online brands to improve sales by overcoming the challenges of para‐social distance (Ayanso et al, 2010; Chen et al, 2018). Services extend to the use of virtual reality, voice assistants, social commerce, and digital kiosks to meet the needs of consumers' 24/7 online service requirements.…”

Section: Discussionmentioning

confidence: 99%

“…Author and date 1 Factors enticing consumers to the online channel (Chen et al, 2002) 2 Online retail success factors (Crittenden & Wilson, 2002) 3 Channel cannibalization (Deleersnyder et al, 2002) 4 Internet channel addition impact on firms' market valuation (Geyskens et al, 2002) 5 Key dimensions of B2C websites (Ranganathan & Ganapathy, 2002) 6 Hybrid channel conflict (Webb & Hogan, 2002) 7 Online channel adoption (Wu et al, 2003) 8 Factors driving online channel adoption (Ching & Ellis, 2004) 9 Consumer channel choice (Balasubramanian et al, 2005) 10 Mobile service channel additions on relationships and channel use (Nysveen et al, 2005) 11 Predicting online channel adoption (To & Ngai, 2006) 12 Online channel addition impact on firm performance (Cheng et al, 2007) 13 Customer orientation and search behavior on the variety of routes to market (Jindal et al, 2007) 14 Consumers' perceptions of risk and fair balance on DTC pharmaceutical websites (Kees et al, 2008) 15 Factors affecting SME online adoption rates (Wilson et al, 2008) 16 Power and conflict on internet channel performance (Wolk & Skiera, 2009) 17 Technology-enabled retail services and online performance (Ayanso et al, 2010) 18 Multichannel price differentiation (Wolk & Ebling, 2010) 19 Channel integration and performance (Brettel et al, 2011) 20 Network agility, mixed channel strategy, and financial performance (Chen & Chiang, 2011) 21 International branded retail strategy considerations for manufacturers (Ilonen et al, 2011) 22 SMEs' decision factors for DTC adoption and continuance (Li et al, 2011) 23 Manufacturing brands reliance on intermediaries when using a DTC channel (Chung et al, 2012) 24 Power-dependence and retailer influence on SMEs' continued use of DTC channels (Li & Ghosh, 2012) 25 Customer migration between channels and switching costs (Ackermann & von Wangenheim, 2014) 26 Changes in market value in response to channel expansion (Homburg et al, 2014) 27 Online luxury good effect on accessibility and price display (Kluge & Fassnacht, 20...…”

Section: Conflict Of Interest Statementmentioning

confidence: 99%

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The evolving direct‐to‐consumer retail model: A review and research agenda

McKee

Sands

Pallant

et al. 2023

Int J Consumer Studies

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The substantial growth of e‐commerce sales, driven by digital advancements, has enticed brands to sell direct‐to‐consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR‐4‐SLR protocol combined with a Theory–Context–Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology‐driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology‐enabled retail services and the experiential e‐commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%