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Hyper-personalization, co-creation, digital clienteling and transformation

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Hyper-personalization, co-creation, digital clienteling and transformation. / Jain, Geetika; Justin Paul; Archana Shrivastava.

In: Journal of Business Research, Vol. 124, 03.12.2020, p. 12-23.

Research output: Journal Article or Conference Article in JournalJournal articleResearchpeer-review

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@article{d47e41bf566a40b58f96134263318a1d,
title = "Hyper-personalization, co-creation, digital clienteling and transformation",
abstract = "The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.",
author = "Geetika Jain and {Justin Paul} and {Archana Shrivastava}",
year = "2020",
month = dec,
day = "3",
doi = "10.1016/j.jbusres.2020.11.034",
language = "English",
volume = "124",
pages = "12--23",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",

}

RIS

TY - JOUR

T1 - Hyper-personalization, co-creation, digital clienteling and transformation

AU - Jain, Geetika

AU - Justin Paul

AU - Archana Shrivastava

PY - 2020/12/3

Y1 - 2020/12/3

N2 - The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.

AB - The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.

U2 - 10.1016/j.jbusres.2020.11.034

DO - 10.1016/j.jbusres.2020.11.034

M3 - Journal article

VL - 124

SP - 12

EP - 23

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -

ID: 85558634