6,541 research outputs found

    Cyborgs as Frontline Service Employees: A Research Agenda

    Get PDF
    The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.Purpose This paper identifies and explores potential applications of cyborgian technologies within service contexts and how service providers may leverage the integration of cyborgian service actors into their service proposition. In doing so, the paper proposes a new category of ‘melded’ frontline service employees (FLEs), where advanced technologies become embodied within human actors. The paper presents potential opportunities and challenges that may arise through cyborg technological advancements and proposes a future research agenda related to these. Design/methodology This study draws on literature in the fields of services management, Artificial Intelligence [AI], robotics, Intelligence Augmentation [IA] and Human Intelligence [HIs] to conceptualise potential cyborgian applications. Findings The paper examines how cyborg bio- and psychophysical characteristics may significantly differentiate the nature of service interactions from traditional ‘unenhanced’ service interactions. In doing so, we propose ‘melding’ as a conceptual category of technological impact on FLEs. This category reflects the embodiment of emergent technologies not previously captured within existing literature on cyborgs. We examine how traditional roles of FLEs will be potentially impacted by the integration of emergent cyborg technologies, such as neural interfaces and implants, into service contexts before outlining future research directions related to these, specifically highlighting the range of ethical considerations. Originality/Value Service interactions with cyborg FLEs represent a new context for examining the potential impact of cyborgs. This paper explores how technological advancements will alter the individual capacities of humans to enable such employees to intuitively and empathetically create solutions to complex service challenges. In doing so, we augment the extant literature on cyborgs, such as the body hacking movement. The paper also outlines a research agenda to address the potential consequences of cyborgian integration

    The role of artificial intelligence in integrated marketing communications. A case study of Jumia Online Ghana

    Get PDF
    Artificial intelligence (AI) has been observed as both a destructive and a transformative game changer in all human activities where it has  been adopted. This study looked into the role of Artificial Intelligence in Integrated Marketing Communications, with Jumia Online Ghana as a case. Through the use of both  quantitative and qualitative approaches, as well as convenience and purposive sampling techniques, the study obtained qualitative and quantitative data from IT staff and customers of Jumia Online Ghana. A total of 112 respondents  participated in the study. The study revealed that Jumia Online Ghana boost their marketing communications; undertake marketing leads; and promote their contents and products through the use of Artificial Intelligence. The study recommends that the need exists for  AIpowered contents of Jumia Online Ghana to be optimized for mobile devices. It has been established that the use of AI empowers  marketing communications in order to reach wider markets

    The Next Wave of CRM Innovation: Implications for Research, Teaching, and Practice

    Get PDF
    Globalization and customers’ ever-changing needs have created a hyper-competitive market. As a result, customer relationship management (CRM) has become a core topic of interest among both practitioners and academics. Further, over the years, with the advancements in the technology landscape, such as digital technologies, CRM has improved in myriad ways. This paper summarizes a panel discussion on CRM innovations held at the 2016 Pacific Asia Conference on Information Systems (PACIS 2016) in Chiyai, Taiwan. The panel discussed CRM fundamentals and how traditional CRM systems work in organizations. Then, the panel focused on the advancement in technology landscape such as big data, analytics, Internet of things, and artificial intelligence and how such technologies have transformed innovations in the CRM landscape. Finally, the panel highlighted the limitations in the current CRM curricula in the universities and how the curriculum today needs to reflect such advancements to enhance the union between the CRM curricula and the industry needs. Further, this paper provides future research ideas for academia and contributes to research interests on CRM in general

    Persona based marketing strategies:creation of personas through data analytics

    Get PDF
    Abstract. In this study, we purposed a novel approach of using data analytics for persona generation. We design a process which can be adoptable for companies to enhance their marketing efforts, specifically, enabled them to focus real potential audience. To carry out our research we use company’s sales data and digital analytics to generate consumer personas. These personas can be used in various actions like content creation, UX designing and creation of marketing strategies. The research focuses on the development of marketing strategies and analyzes the impact of those marketing strategies on conversion rate. Previously researchers worked on customer segmentation by using customer data from Google Analyticsand data originated from social media analytics, however, this research focuses on giving the action-based approach to companies in order to find out their real customers and enhance their conversion rate by using all means of analytical data i.e. companies own sales data, social media analytics, and Google Analytics. This study adopts persona development to recognize and define potential customers. Personas are fictional but with the help of data, we can develop them more closely to a real audience. The rapidly evolving digital marketing landscape required more and more technicalities to drive result-oriented marketing strategies. In this study, we employed a qualitative methodology, which includes designing a process (framework) from digital data analytics. Some of the features of personas were extracted from data analytics obtained from Facebook insights, Google Analytics, and company’s sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from company’s sales and marketing department. This research is conducted in a company named “Quieton Oy” and the results of this research depicts the effectiveness of the process, its validity and the reliability of the process. The main objective of this thesis is to enable the creation of consumers personas based on data analytics and the efficient utilization of those personas for defining the marketing strategies
    • 

    corecore