The last three decades have witnessed a resurgence of research on the topic of customer
value. In search of a comprehensive integration and analysis of this research—including …

Purpose The purpose of this paper is to review the literature on customer experience to
develop a better understanding of the concept and propose a research agenda …

Transformer, an attention-based encoder–decoder model, has already revolutionized the
field of natural language processing (NLP). Inspired by such significant achievements, some …

Purpose The rapid evolution in artificial intelligence (AI) has redefined the customer
experience and created huge opportunities for companies to interact with customers using …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

New technologies such as Internet of Things (IoT), Augmented Reality (AR), Virtual Reality
(VR), Mixed Reality (MR), virtual assistants, chatbots, and robots, which are typically …

There are growing discussions of social media influencers and their effectiveness in
endorsing products. Further, recent policy regulations are requiring social media influencers …

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts
are crucial but lacking research guidance. Prior service quality literature has established …

Individuals are increasingly using Smart Voice Assistants (SVA) to derive functional,
hedonic, and symbolic benefits. SVA adoption is in the nascent stage and we have little …