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Kordecki Bartosz (Silesian University of Technology)
High-tech Vs High Touch - Challenges in Managing the Consumer Experience With Brands in the Digital Age
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 2022, z. 163, s. 235-251, bibliogr. 32 poz.
Słowa kluczowe
Klient, Cyfryzacja, Konsument, Zachowania konsumenta, Transformacja cyfrowa, Preferencje konsumenta
Customer, Digitization, Consumer, Consumer behaviour, Digital transformation, Consumer preferences
Purpose: This objective of this paper is to present the results of the consumer preference research and confront them with theoretical studies that are aiming at understanding the impact of the digitalization on consumer experience. Design/methodology/approach: A literature review as well as analysis of available commercial research was conducted. In addition, an author organized and executed online surveys. Findings: The results of the own research confirm that consumers require from brands a balanced approach when it comes to a combination of technical and human factor. Research limitations/implications: (if applicable) If research is reported on in the paper this section must be completed and should include suggestions for future research and any identified limitations in the research process. Practical implications: Based on the findings an author proposes a high-tech vs high-touch tolerance zone model which can be a useful tool for companies to assess and plan Customer Experience approach. Results of the research are meant to help to understand complexity of the problem and be a hint for entrepreneurs for further and deeper analysis of the needs of their own clients. This practical tool should be further investigated and developed so it can used for more detailed analysis by companies that are planning, executing, and verifying customer Experience (CX) strategy with the use of digital tools. Originality/value: The originality of this paper lies in presenting the insights into consumer behavior in relation to the digitalization. It also adds arguments to the discussion on the desired level of digitalization of services from both consumer and brand perspectives.(original abstract)
Pełny tekst
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