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

Kim, Kyung Hoon; Ko, Eunju; Kim, Sang Jin; Jiang, Qi

doi:10.1080/21639159.2021.1923054

Cited by 26 publications

(19 citation statements)

References 58 publications

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“…Third, in previous literature, the innovation of digital services enhances the communication between firms and customers ( Khin and Ho, 2020 ) to improve the latter’s participation ( Kim et al, 2021 ). The present study finds that digital service innovation has a positive effect on firms supply chain management capability.…”

Section: Discussionmentioning

confidence: 99%

“…Digital service innovation aims to illustrate the technological features ( Kohtamäki et al, 2019 ) and can enhance the communication between firms and customers, thereby exerting a positive effect on consumer satisfaction ( Khin and Ho, 2020 ). Digital technology is used in customer-oriented innovation to solve customer problems, technology-oriented innovation to launch new services, and collaboration-oriented innovation to improve the customer relationship and experience, as well as allow their participation in firms operation ( Kim et al, 2021 ). Using digital technology, firms can collect and analyze customer data in real time, delve deep into the potential demands of customers, and increase their awareness of customer needs ( Nambisan et al, 2017 ).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…The innovation of digital platform helps firms with the following: improving the existing processes and functions; meeting dynamic business requirements; reducing the time, costs, and resources needed for development and deployment; and identifying digital opportunities to cope with the changes in the internal and external environments ( Sedera et al, 2016 ). In the dimension of digital service innovation, firms use digital technology to communicate with customers in real time, provide timely feedback, and solve customer problems to provide them with completely different solutions and improve their engagement in company efforts ( Kim et al, 2021 ). Thus, with the continuous integration of digital technology into the product, service, and business process transformations, digital innovation can be subdivided into digital product, platform, and service innovations.…”

Section: Introductionmentioning

confidence: 99%

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Digital Innovation and Firm Environmental Performance: The Mediating Role of Supply Chain Management Capabilities

Wang

Teng

2022

Front. Psychol.

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Given the omnipresence and profoundness of the ongoing pandemic from the Coronavirus disease 2019, its potential spread can be minimized through social distancing. However, this practice causes increasing difficulties and undesirability of traditional transactions or interactions. Accordingly, various manufacturing firms around the world have become more committed not only to accelerating the development of digital technologies, but also to integrating them with existing processes. In this study, we address an important issue of how manufacturing firms can adapt to the ever-changing volatility and unpredictable global business environment, and achieve sustainable growth by developing a strong supply chain management capability. Two specific interrelated research questions are considered: (1) How do supply chain management capabilities contribute to firm environmental performance; and (2) What are the sources of such capabilities? In so doing, we integrate various forms of digital innovation into a supply chain management capability logic to explore their antecedents and consequences. By using survey data from 272 manufacturing firms in China, we examine the relationship between three key forms of digital innovation (i.e., product, platform, and service) and firm environmental performance. Results show that digital product, platform, and service innovations all have positive contributions to supply chain management capability. In turn, supply chain management capabilities have a partial mediating effect between digital product innovation and firm environmental performance, but a full mediating effect between digital platform and service innovations and firm environmental performance.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Digital Innovation and Firm Environmental Performance: The Mediating Role of Supply Chain Management Capabilities

Wang

Teng

2022

Front. Psychol.

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“…, 2022). The advancement of technology has brought changes to the consumer experience (Kim et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

“…, 2021; Barrera and Shah, 2023). Understanding how customer experience affects acceptance is crucial (Barrera and Shah, 2023) to the decision-making process in which consumers adopt new technological innovations (Kim et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

Self Cite

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PurposeThe purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.Design/methodology/approachA survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse experience is defined, items are created through qualitative interviews, the initial scale is refined and then the scale is tested. A total of 262 valid responses were used for exploratory factor analysis (EFA), and 238 data were used for confirmatory factor analysis (CFA). The hypothesis was tested using structural equation modeling (SEM) and SmartPLS 3.0.FindingsThe results showed that the metaverse experience comprises three sub-constructs, namely fantasies, feelings and fun. Also, the metaverse experience affects consumer happiness positively in luxury brands.Originality/valueThis study investigates consumer experience in the metaverse environment. The authors examined the metaverse experience based on the experiential aspects of the consumption of luxury brands and develop the scale development of the metaverse experience. Furthermore, the relationship between metaverse experiences and consumer happiness provides a new perspective in studying metaverse marketing strategy and customer service creation.

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Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

Lambrecht,

Baumgarth

2024

Forum Markenforschung 2023

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

Cited by 26 publications

References 58 publications

Digital Innovation and Firm Environmental Performance: The Mediating Role of Supply Chain Management Capabilities

Digital Innovation and Firm Environmental Performance: The Mediating Role of Supply Chain Management Capabilities

The metaverse experience in luxury brands

Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

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