6,541 research outputs found
Cyborgs as Frontline Service Employees: A Research Agenda
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 âmeldedâ 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 âunenhancedâ service interactions. In doing so, we propose âmeldingâ 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
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
Globalization and customersâ 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
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Towards a Theory of Analytical Behaviour: A Model of Decision-Making in Visual Analytics
This paper introduces a descriptive model of the human-computer processes that lead to decision-making in visual analytics. A survey of nine models from the visual analytics and HCI literature are presented to account for different perspectives such as sense-making, reasoning, and low-level human-computer interactions. The survey examines the people and computers (entities) presented in the models, the divisions of labour between entities (both physical and role-based), the behaviour of both people and machines as constrained by their roles and agency, and finally the elements and processes which define the flow of data both within and between entities. The survey informs the identification of four observations that characterise analytical behaviour - defined as decision-making facilitated by visual analytics: bilateral discourse, divisions of labour, mixed-synchronicity information flows, and bounded behaviour. Based on these principles, a descriptive model is presented as a contribution towards a theory of analytical behaviour. The future intention is to apply prospect theory, a economic model of decision-making under uncertainty, to the study of analytical behaviour. It is our assertion that to apply prospect theory first requires a descriptive model of the processes that facilitate decision-making in visual analytics. We conclude it necessary to measure the perception of risk in future work in order to apply prospect theory to the study of analytical behaviour using our proposed model
Persona based marketing strategies:creation of personas through data analytics
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 companyâs 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 companyâs sales database while some of the qualitative feature like Bio, motivation and taglines of personas were extracted from specially designed workshop with people from companyâs sales and marketing department.
This research is conducted in a company named âQuieton Oyâ 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
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