Stories, and their ability to transport audience, constitute a central part of human life consumption experience. Integrating previous literature derived from fields as diverse anthropology, marketing, psychology, communication, consumer, literary studies, this article offers review two decades worth research on narrative transportation, the phenomenon in which consumers mentally enter world that story evokes. Despite relevance transportation for storytelling persuasion, extant contributions...

In recent research on service quality it has been argued that the relationship between perceived and loyalty is an issue which requires conceptual empirical elaboration through replication extension of current knowledge. Focuses refinement a scale for measuring dimensions relationships these dimensions. The results study large sample customers from four different industries suggest can be identified: purchase intentions, word‐of‐mouth communication; price sensitivity; complaining behaviour....

Customers increasingly rely on other consumers' reviews to make purchase decisions online. New insights into the customer review phenomenon can be derived from studying semantic content and style properties of verbatim examine their influence online retail sites' conversion rates. The authors employ text mining extract changes in affective linguistic book Amazon.com . A dynamic panel data model reveals that positive rates is asymmetrical, such greater increases have a smaller effect...

The increasing emphasis on understanding the antecedents and consequences of customer-to-customer (C2C) interactions is one essential developments customer management in recent years. This interest driven much by new online environments that enable customers to be connected numerous ways also supply researchers’ access rich C2C data. These present an opportunity a challenge for firms researchers who need identify aspects research which focus, as well develop methods take advantage these aim...

Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy service augmentation to enhance customers' online experiences. Drawing on situated cognition theory, authors show that AR-based enhances customer value perceptions simultaneously providing simulated physical control and environmental embedding. The resulting authentic experience, manifested in feeling spatial presence, functions as mediator also predicts decision comfort. Furthermore,...

This article introduces customer stewardship control (CSC) to the marketing field. concept represents a frontline employee's felt ownership of and moral responsibility for customers’ overall welfare. In two studies, authors show that CSC is more encompassing construct than orientation, which reflects focus on meeting needs. They provide evidence former potent in shaping in- extra-role employee behaviors. Moreover, they highlight how operates conjunction with an organization's agency system:...

Smart technologies are rapidly transforming frontline employee-customer interactions. However, little academic research has tackled urgent, relevant questions regarding such technology-empowered The current study conceptualizes (1) smart technology use in interactions, (2) technology–mediated learning mechanisms that elevate service effectiveness and efficiency performance to empower (3) stakeholder interaction goals as antecedents of learning. We propose emerging technologies, which can...

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as an enabler omnichannel experiences across customer journey. To advance conceptual understanding managerial exploitation AR, synthesise research, illustrating how a variety applications merge online offline experiences, provides research agenda help state art in AR. Design/methodology/approach Drawing on situated cognition theorising guiding framework, reviews previously published currently deployed...

Abstract Deciphering consumers’ sentiment expressions from big data (e.g., online reviews) has become a managerial priority to monitor product and service evaluations. However, analysis, the process of automatically distilling text, provides little insight regarding language granularities beyond use positive negative words. Drawing on speech act theory, this study fine-grained analysis implicit explicit used by consumers express in text. An empirical text-mining using more than 45,000...

Across various customer experiences, Augmented Reality (AR) is emerging as a strategic experience design tool. This study contributes to an body of research on the use AR in early stages customers' purchase journeys. Extending previous research, we propose that enables unique form creativity distinct from prior conceptualizations through its association with engagement. Specifically, sequential process creative engagement, which AR-enabled stems heightened engagement and, turn, offers source...

Recent advances in Augmented Reality (AR) technologies have led to a growing interest their application for marketing strategy and practice – what we term Marketing (ARM). However, despite emerging publications on the subject, managers academics struggle articulate how ARM delivers experiences that are valuable customers way is different from other approaches. In this article, review literature, define as customer-facing interface of digital physical settings. Rooted class ‘situated...

The metaverse has been heralded as a next frontier for fueling strategic business opportunities. At the same time, recent months have witnessed explosive volatility in market potential of proposed offerings. As result, businesses are struggling to set meaningful course through an uncharted and rapidly changing landscape. We argue that success developing scaling vibrant new ecosystem is largely dependent on understanding it unified immersive reality where physical synthetic customer...

Abstract Despite the promise of augmented reality (AR) and virtual (VR) to help experiential retailers align online offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating individual combined impact AR VR key marketing objectives. First, establish that more effective in stimulating purchase intentions than VR, due its ability support customers fluent product‐focused mental imagery. Second,...

Discusses a number of important issues pertaining to the domain qualitative market research. Attempts define what research is about and discuss some difficulties involved in coming up with clear definition paradigm. Suggests relating theory practice that warrant existence new journal devoted specifically Concludes discussion validity reliability context

This article contains a set of six invited commentaries written by leading scholars, expressing varied perspectives on the future frontline research and domain itself. The accompanies Journal Service Research special issue organizational frontlines. In their commentaries, authors share insightful views areas personal interest ranging from employee emotion customer relationship building to effect technology its implementation at frontline. Included within each commentary are managerial...

Firms increasingly seek to improve the online shopping experience by enabling customers exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies explore how AR supports shared decision making in recommender–decision maker dyads. demonstrate that optimal configurations AR, is, static (vs. dynamic) point-of-view sharing format matched with an image-enhanced text-only) communicative act, increase...