A TECNOLOGIA NA EXPERIÊNCIA DO CLIENTE (CX)
Abstract
A experiência do cliente (CX) vem sendo alvo de atenção e estudo para o marketing. Pensar sobre CX vai muito além de estratégias de relacionamento já aplicadas nos últimos anos pelos diversos setores do varejo. Exige um direcionamento de atenção a todos os pontos onde o cliente interage com a empresa e principalmente que o gestor seja capaz de identificar os gatilhos iniciais que colocaram o consumidor em contato com o produto ou serviço oferecido pela empresa. Cada vez mais é compreendido que esses gatilhos ocorrem por meio do desenvolvimento e contato do consumidor com os canais de marketing e com as tecnologias e inteligência artificial que sustentam esses canais. Esse trabalho buscou explorar os impactos que a tecnologia e a inteligência artificial geram na experiência do cliente com as suas interações nos canais de marketing. Com apoio da metodologia de análise de conteúdo esse artigo teve por objetivo explicar a visão geral das tecnologias que influenciam na experiência do consumidor. Para isso, foi necessário seguir um direcionamento lógico e teórico almejando contribuir para a literatura acadêmica a respeito da inteligência artificial (IA) e da experiência do consumidor (CX). Seus resultados apontaram que os profissionais de marketing vem sendo cada vez mais impulsionados pelos avanços tecnológicos e isso auxilia no entendimento do processo de toda a jornada do cliente com a empresa.
References
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BERELSON, B (1984). Content analysis in communication research. New York: Hafner; 1984
BUHALIS, D; HARWOOD, T; BOGICEVIC, V; VIGLIA, G; BELDONA, S; HOFACKER, C (2019). Technological disruptions in services: lessons from tourism and hospitality. JOURNAL OF SERVICE MANAGEMENT. DOI. 10.1016/j.bushor.2019.08.005 .10.1108/JOSM-12-2018-0398. (2019)
CAMPBELL, C; SANDS, S; FERRARO, C; TSAO, HY; MAVROMMATIS, A (2020). From data to action: How marketers can leverage AI. BUSINESS HORIZONS. DOI. 10.1108/JSTP-04-2019-0088 .10.1016/j.bushor.2019.12.002. (2020)
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CHIANG, AH; TRIMI, S. Impacts of service robots on service quality. SERVICE BUSINESS. DOI 10.1007/s11628-020-00423-8. 2020
CHRISTIAN, H.; DANIJEL, J.; CHRISTINA, K. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May. Disponível em
CHIU, MC; CHUANG, KH. Applying transfer learning to automate annotation in an omni-channel system - a case study of a shared kitchen platform. INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH. DOI 10.1080/00207543.2020.1868595. 2020
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FERNANDES, T; OLIVEIRA, E. Understanding consumers' acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. JOURNAL OF BUSINESS RESEARCH. DOI 10.1016/j.jbusres.2020.08.058. 2021
GAO, B; HUANG, L. Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors. HELIYON. DOI 10.1016/j.heliyon.2019.e02983. 2019
GONZALEZ-RODRIGUEZ, MR; DIAZ-FERNANDEZ, MC; GOMEZ, CP. Facial-expression recognition: An emergent approach to the measurement of tourist satisfaction through emotions. TELEMATICS AND INFORMATICS. DOI 10.1016/j.tele.2020.101404. 2020
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HOLLEBEEK, LD, SPROTT, DE, ANDREASSEN, TW, COSTLEY, C., KLAUS, P., KUPPELWIESER, V., KARAHASANOVIC, A., TAGUCHI, T., UL ISLAM, J. E RATHER, RA (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing, Vol. 53 No. 9, pp. 2018-2023. Disponível em
HOYER, WD; KROSCHKE, M; SCHMITT, B; KRAUME, K; SHANKAR, V. (2020). Transforming the Customer Experience Through New Technologies. JOURNAL OF INTERACTIVE MARKETING. Doi 10.1016/j.intmar.2020.04.001.
HUYNH, B; IBRAHIM, A; CHANG, YS; HOLLERER, T; O'DONOVAN, J. User Perception of Situated Product Recommendations in Augmented Reality. INTERNATIONAL JOURNAL OF SEMANTIC COMPUTING. DOI 10.1142/S1793351X19400129. 2019
JONES, B. (2016). Know the differece betweem customer servisse and customer experience. Disponível em:
KALIA, P; PAUL, J (2021). E-service quality and e-retailers: Attribute-based multi-dimensional scaling. COMPUTERS IN HUMAN BEHAVIOR. DOI. 10.1108/JRIM-10-2020-0214 .10.1016/j.chb.2020.106608. (2021)
KLAUS, P., ET AL. (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing. September, 2019.
KLAUS, P.; ZAICHKOWSKY, J. (2020). AI voice bots: a services marketing research agenda. Journal of Services Marketing. April, 2020.
KRISS, P. (2014). The value of customer experience quantified. Harvard Business Review. Disponível em:
LARA STOCCHI; CATHY HART; IFTAKAR HAJI (2016) Understanding the town centre customer experience (TCCE), Journal of Marketing Management, 32:17-18, 1562-1587, DOI: 10.1080/0267257X.2016.1242510
LEUNG, R; LOO, PT. Co-creating interactive dining experiences via interconnected and interoperable smart technology. ASIAN JOURNAL OF TECHNOLOGY INNOVATION. DOI 10.1080/19761597.2020.1822748. 2020
LU, VN; WIRTZ, J; KUNZ, WH; PALUCH, S; GRUBER, T; MARTINS, A; PATTERSON, PG. Service robots, customers and service employees: what can we learn from the academic literature and where are the gaps?. JOURNAL OF SERVICE THEORY AND PRACTICE. DOI 10.1108/JSTP-04-2019-0088. 2020
LUO, XM; TONG, SL; FANG, Z; QU, Z. Frontiers: Machines vs. Humans: The Impact of Artificial Intelligence Chatbot Disclosure on Customer Purchases. MARKETING SCIENCE. DOI 10.1287/mksc.2019.1192. 2019
MANTHIOU, A., HICKMAN, E., KLAUS, P. (2019). Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research. Journal of Retailing and Consumer Services. Volume 57, November 2020.
MENDLING, J; DECKER, G; HULL, R; REIJERS, HA; WEBER, I (2018). How do Machine Learning, Robotic Process Automation, and Blockchains Affect the Human Factor in Business Process Management? COMMUNICATIONS OF THE ASSOCIATION FOR INFORMATION SYSTEMS. DOI. 10.1109/MCC.2018.043221018 .10.17705/1CAIS.04319. (2018)
MCCOLL-KENNEDY, JR; GUSTAFSSON, A.; JAAKKOLA, E.; KLAUS, P.; RADNOR, ZJ; PERKS, H.; FRIMAN, M. (2015), Fresh perspectives on customer experience. Journal of Services Marketing, Vol. 29 No. 6/7, pp. 430-435. Disponível em:
MCLEAN, G; OSEI-FRIMPONG, K. Hey Alexa ... examine the variables influencing the use of artificial intelligent in-home voice assistants. COMPUTERS IN HUMAN BEHAVIOR. DOI 10.1016/j.chb.2019.05.009. 2019
MCCARTNEY, G; MCCARTNEY. A Rise of the machines: towards a conceptual service-robot research framework for the hospitality and tourism industry. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT. DOI 10.1108/IJCHM-05-2020-0450. 2020
MOZZATO, R. A.; GRZYBOVSKI, D. (2011). Análise de conteúdo como técnica de análise de dados qualitativos no campo da administração: Potencial e Desafios. ANPAD. RAC. Curitiba. V. 15, n 4, pp.731-747. Jul/Ago 2011
NEWMAN, D. (2015). Customer experience is the future of marketing. Forbes. Disponível em:
PAYNE, EHM; PELTIER, J; BARGER, VA. Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms. JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. DOI 10.1108/JRIM-10-2020-0214. 2020
PIRIS, Y; GAY, AC (2021). Customer satisfaction and natural language processing. JOURNAL OF BUSINESS RESEARCH. DOI. 10.1016/j.jbusres.2020.11.047 .10.1016/j.jbusres.2020.11.065. (2021)
PRENTIC, C; NGUYEN, M (2020). Engaging and retaining customers with AI and employee service. JOURNAL OF RETAILING AND CONSUMER SERVICES. DOI. 10.1080/19761597.2020.1822748 .10.1016/j.jretconser.2020.102186. (2020)
POWER, B; WEINMAN, J (2018). Revenue Growth is the Primary Benefit of the Cloud. IEEE CLOUD COMPUTING. DOI .10.1386/jdtv.9.3.235_1 .10.1109/MCC.2018.043221018. (2018)
PRZEGALINSKA, A; CIECHANOWSKI, L; STROZ, A; GLOOR, P; MAZUREK, G. In bot we trust: A new methodology of chatbot performance measures. BUSINESS HORIZONS. DOI 10.1016/j.bushor.2019.08.005. 2019
PUNTONI, S; RECZEK, RW; GIESLER, M; BOTTI, S (2021). Consumers and Artificial Intelligence: An Experiential Perspective. JOURNAL OF MARKETING. DOI. 10.1177/0022242920908227 .10.1177/0022242920953847. (2021)
RAYCHEVA, L (2018). The digital notion of the citizen-centred media ecosystem. INTERNATIONAL JOURNAL OF DIGITAL TELEVISION. DOI. 10.1080/15332861.2019.1567188 .10.1386/jdtv.9.3.235_1. (2018)
RICHARD R. K.; JASON, Q. Z., GERARD A. A. (2018). Designing a Customer Experience Management Course. Journal of Marketing Education. Vol 42, Issue 2, 2020. Disponível em:
STEINHOFF, L; ARLI, D; WEAVEN, S; KOZLENKOVA, IV (2019). Online relationship marketing. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. DOI. 10.1142/S1793351X19400129 .10.1007/s11747-018-0621-6. (2019)
SCHMITT, B. H. (1999). Experiential marketing. New York, NY: Free Press.
TAVITIYAMAN, P; ZHANG, XY; TSANG, WY (2020). How Tourists Perceive the Usefulness of Technology Adoption in Hotels: Interaction Effect of Past Experience and Education Level. JOURNAL OF CHINA TOURISM RESEARCH. DOI. 10.1016/j.jretconser.2020.102186 .10.1080/19388160.2020.1801546. (2020)
TRIVEDI, J. Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. JOURNAL OF INTERNET COMMERCE. DOI 10.1080/15332861.2019.1567188. 2019
VERHOEF, PC, LEMON, KN, PARASURAMAN, A., ROGGEVEEN, A., TSIROS, M., SCHLESINGER, LA (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85 (1), 31 de - 41.
WILSON-NASH, C; GOODE, A; CURRIE, A. Introducing the socialbot: a novel touchpoint along the young adult customer journey. EUROPEAN JOURNAL OF MARKETING. DOI 10.1108/EJM-07-2019-0555. 2020
XU, JQ; HU, ZJ; ZOU, Z; ZOU, JZ; HU, XM; LIU, LZ; ZHENG, LR. Design of Smart Unstaffed Retail Shop Based on IoT and Artificial Intelligence. IEEE ACCESS. DOI 10.1109/ACCESS.2020.3014047. 2020
XU, YZ; SHIEH, CH; VAN ESCH, P; LING, IL. AI customer service: Task complexity, problem-solving ability, and usage intention. AUSTRALASIAN MARKETING JOURNAL. DOI 10.1016/j.ausmj.2020.03.005. 2020
AMEEN, N; TARHINI, A; REPPEL, A; ANAND, A (2021). Customer experiences in the age of artificial intelligence. COMPUTERS IN HUMAN BEHAVIOR. DOI. 10.1016/j.jbusres.2020.08.058 .10.1016/j.chb.2020.106548. (2021)
BARDIN, L (1977). Análise de conteúdo. Lisboa: Edições 70; 1977.
BELANCHE, D; CASALO, LV; FLAVIAN, C; SCHEPERS, J. Robots or frontline employees? Exploring customers' attributions of responsibility and stability after service failure or success. JOURNAL OF SERVICE MANAGEMENT. DOI 10.1108/JOSM-05-2019-0156. 2020
BERELSON, B (1984). Content analysis in communication research. New York: Hafner; 1984
BUHALIS, D; HARWOOD, T; BOGICEVIC, V; VIGLIA, G; BELDONA, S; HOFACKER, C (2019). Technological disruptions in services: lessons from tourism and hospitality. JOURNAL OF SERVICE MANAGEMENT. DOI. 10.1016/j.bushor.2019.08.005 .10.1108/JOSM-12-2018-0398. (2019)
CAMPBELL, C; SANDS, S; FERRARO, C; TSAO, HY; MAVROMMATIS, A (2020). From data to action: How marketers can leverage AI. BUSINESS HORIZONS. DOI. 10.1108/JSTP-04-2019-0088 .10.1016/j.bushor.2019.12.002. (2020)
CASTILLO, D; CANHOTO, AI; SAID, E. The dark side of AI-powered service interactions: exploring the process of co-destruction from the customer perspective. SERVICE INDUSTRIES JOURNAL. DOI 10.1080/02642069.2020.1787993. 2020
BRILL, TM; MUNOZ, L; MILLER, RJ. Siri, Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications. JOURNAL OF MARKETING MANAGEMENT. DOI 10.1080/0267257X.2019.1687571. 2019
CHIANG, AH; TRIMI, S. Impacts of service robots on service quality. SERVICE BUSINESS. DOI 10.1007/s11628-020-00423-8. 2020
CHRISTIAN, H.; DANIJEL, J.; CHRISTINA, K. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May. Disponível em
CHIU, MC; CHUANG, KH. Applying transfer learning to automate annotation in an omni-channel system - a case study of a shared kitchen platform. INTERNATIONAL JOURNAL OF PRODUCTION RESEARCH. DOI 10.1080/00207543.2020.1868595. 2020
CRITTENDEN, WF; BIEL, IK; LOVELY, WA (2019). Embracing Digitalization: Student Learning and New Technologies. JOURNAL OF MARKETING EDUCATION . DOI. 10.1016/j.intmar.2020.04.001 .10.1177/0273475318820895. (2021)
DU, S; LI, H (2019). The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model. SUSTAINABILITY. DOI. 10.1007/s11747-018-0621-6 .10.3390/su11061580. (2019)
EREN, BA. Determinants of customer satisfaction in chatbot use: evidence from a banking application in Turkey. INTERNATIONAL JOURNAL OF BANK MARKETING. DOI 10.1108/IJBM-02-2020-0056. 2020
FERNANDES, T; OLIVEIRA, E. Understanding consumers' acceptance of automated technologies in service encounters: Drivers of digital voice assistants adoption. JOURNAL OF BUSINESS RESEARCH. DOI 10.1016/j.jbusres.2020.08.058. 2021
GAO, B; HUANG, L. Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors. HELIYON. DOI 10.1016/j.heliyon.2019.e02983. 2019
GONZALEZ-RODRIGUEZ, MR; DIAZ-FERNANDEZ, MC; GOMEZ, CP. Facial-expression recognition: An emergent approach to the measurement of tourist satisfaction through emotions. TELEMATICS AND INFORMATICS. DOI 10.1016/j.tele.2020.101404. 2020
HAMILTON, R; FERRARO, R; HAWS, KL; MUKHOPADHYAY, A (2021). Traveling with Companions: The Social Customer Journey. JOURNAL OF MARKETING. DOI. 10.1016/j.jbusres.2020.11.065 .10.1177/0022242920908227. (2021)
HOLLEBEEK, LD, SPROTT, DE, ANDREASSEN, TW, COSTLEY, C., KLAUS, P., KUPPELWIESER, V., KARAHASANOVIC, A., TAGUCHI, T., UL ISLAM, J. E RATHER, RA (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing, Vol. 53 No. 9, pp. 2018-2023. Disponível em
HOYER, WD; KROSCHKE, M; SCHMITT, B; KRAUME, K; SHANKAR, V. (2020). Transforming the Customer Experience Through New Technologies. JOURNAL OF INTERACTIVE MARKETING. Doi 10.1016/j.intmar.2020.04.001.
HUYNH, B; IBRAHIM, A; CHANG, YS; HOLLERER, T; O'DONOVAN, J. User Perception of Situated Product Recommendations in Augmented Reality. INTERNATIONAL JOURNAL OF SEMANTIC COMPUTING. DOI 10.1142/S1793351X19400129. 2019
JONES, B. (2016). Know the differece betweem customer servisse and customer experience. Disponível em:
KALIA, P; PAUL, J (2021). E-service quality and e-retailers: Attribute-based multi-dimensional scaling. COMPUTERS IN HUMAN BEHAVIOR. DOI. 10.1108/JRIM-10-2020-0214 .10.1016/j.chb.2020.106608. (2021)
KLAUS, P., ET AL. (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing. September, 2019.
KLAUS, P.; ZAICHKOWSKY, J. (2020). AI voice bots: a services marketing research agenda. Journal of Services Marketing. April, 2020.
KRISS, P. (2014). The value of customer experience quantified. Harvard Business Review. Disponível em:
LARA STOCCHI; CATHY HART; IFTAKAR HAJI (2016) Understanding the town centre customer experience (TCCE), Journal of Marketing Management, 32:17-18, 1562-1587, DOI: 10.1080/0267257X.2016.1242510
LEUNG, R; LOO, PT. Co-creating interactive dining experiences via interconnected and interoperable smart technology. ASIAN JOURNAL OF TECHNOLOGY INNOVATION. DOI 10.1080/19761597.2020.1822748. 2020
LU, VN; WIRTZ, J; KUNZ, WH; PALUCH, S; GRUBER, T; MARTINS, A; PATTERSON, PG. Service robots, customers and service employees: what can we learn from the academic literature and where are the gaps?. JOURNAL OF SERVICE THEORY AND PRACTICE. DOI 10.1108/JSTP-04-2019-0088. 2020
LUO, XM; TONG, SL; FANG, Z; QU, Z. Frontiers: Machines vs. Humans: The Impact of Artificial Intelligence Chatbot Disclosure on Customer Purchases. MARKETING SCIENCE. DOI 10.1287/mksc.2019.1192. 2019
MANTHIOU, A., HICKMAN, E., KLAUS, P. (2019). Beyond good and bad: Challenging the suggested role of emotions in customer experience (CX) research. Journal of Retailing and Consumer Services. Volume 57, November 2020.
MENDLING, J; DECKER, G; HULL, R; REIJERS, HA; WEBER, I (2018). How do Machine Learning, Robotic Process Automation, and Blockchains Affect the Human Factor in Business Process Management? COMMUNICATIONS OF THE ASSOCIATION FOR INFORMATION SYSTEMS. DOI. 10.1109/MCC.2018.043221018 .10.17705/1CAIS.04319. (2018)
MCCOLL-KENNEDY, JR; GUSTAFSSON, A.; JAAKKOLA, E.; KLAUS, P.; RADNOR, ZJ; PERKS, H.; FRIMAN, M. (2015), Fresh perspectives on customer experience. Journal of Services Marketing, Vol. 29 No. 6/7, pp. 430-435. Disponível em:
MCLEAN, G; OSEI-FRIMPONG, K. Hey Alexa ... examine the variables influencing the use of artificial intelligent in-home voice assistants. COMPUTERS IN HUMAN BEHAVIOR. DOI 10.1016/j.chb.2019.05.009. 2019
MCCARTNEY, G; MCCARTNEY. A Rise of the machines: towards a conceptual service-robot research framework for the hospitality and tourism industry. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT. DOI 10.1108/IJCHM-05-2020-0450. 2020
MOZZATO, R. A.; GRZYBOVSKI, D. (2011). Análise de conteúdo como técnica de análise de dados qualitativos no campo da administração: Potencial e Desafios. ANPAD. RAC. Curitiba. V. 15, n 4, pp.731-747. Jul/Ago 2011
NEWMAN, D. (2015). Customer experience is the future of marketing. Forbes. Disponível em:
PAYNE, EHM; PELTIER, J; BARGER, VA. Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms. JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. DOI 10.1108/JRIM-10-2020-0214. 2020
PIRIS, Y; GAY, AC (2021). Customer satisfaction and natural language processing. JOURNAL OF BUSINESS RESEARCH. DOI. 10.1016/j.jbusres.2020.11.047 .10.1016/j.jbusres.2020.11.065. (2021)
PRENTIC, C; NGUYEN, M (2020). Engaging and retaining customers with AI and employee service. JOURNAL OF RETAILING AND CONSUMER SERVICES. DOI. 10.1080/19761597.2020.1822748 .10.1016/j.jretconser.2020.102186. (2020)
POWER, B; WEINMAN, J (2018). Revenue Growth is the Primary Benefit of the Cloud. IEEE CLOUD COMPUTING. DOI .10.1386/jdtv.9.3.235_1 .10.1109/MCC.2018.043221018. (2018)
PRZEGALINSKA, A; CIECHANOWSKI, L; STROZ, A; GLOOR, P; MAZUREK, G. In bot we trust: A new methodology of chatbot performance measures. BUSINESS HORIZONS. DOI 10.1016/j.bushor.2019.08.005. 2019
PUNTONI, S; RECZEK, RW; GIESLER, M; BOTTI, S (2021). Consumers and Artificial Intelligence: An Experiential Perspective. JOURNAL OF MARKETING. DOI. 10.1177/0022242920908227 .10.1177/0022242920953847. (2021)
RAYCHEVA, L (2018). The digital notion of the citizen-centred media ecosystem. INTERNATIONAL JOURNAL OF DIGITAL TELEVISION. DOI. 10.1080/15332861.2019.1567188 .10.1386/jdtv.9.3.235_1. (2018)
RICHARD R. K.; JASON, Q. Z., GERARD A. A. (2018). Designing a Customer Experience Management Course. Journal of Marketing Education. Vol 42, Issue 2, 2020. Disponível em:
STEINHOFF, L; ARLI, D; WEAVEN, S; KOZLENKOVA, IV (2019). Online relationship marketing. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE. DOI. 10.1142/S1793351X19400129 .10.1007/s11747-018-0621-6. (2019)
SCHMITT, B. H. (1999). Experiential marketing. New York, NY: Free Press.
TAVITIYAMAN, P; ZHANG, XY; TSANG, WY (2020). How Tourists Perceive the Usefulness of Technology Adoption in Hotels: Interaction Effect of Past Experience and Education Level. JOURNAL OF CHINA TOURISM RESEARCH. DOI. 10.1016/j.jretconser.2020.102186 .10.1080/19388160.2020.1801546. (2020)
TRIVEDI, J. Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. JOURNAL OF INTERNET COMMERCE. DOI 10.1080/15332861.2019.1567188. 2019
VERHOEF, PC, LEMON, KN, PARASURAMAN, A., ROGGEVEEN, A., TSIROS, M., SCHLESINGER, LA (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85 (1), 31 de - 41.
WILSON-NASH, C; GOODE, A; CURRIE, A. Introducing the socialbot: a novel touchpoint along the young adult customer journey. EUROPEAN JOURNAL OF MARKETING. DOI 10.1108/EJM-07-2019-0555. 2020
XU, JQ; HU, ZJ; ZOU, Z; ZOU, JZ; HU, XM; LIU, LZ; ZHENG, LR. Design of Smart Unstaffed Retail Shop Based on IoT and Artificial Intelligence. IEEE ACCESS. DOI 10.1109/ACCESS.2020.3014047. 2020
XU, YZ; SHIEH, CH; VAN ESCH, P; LING, IL. AI customer service: Task complexity, problem-solving ability, and usage intention. AUSTRALASIAN MARKETING JOURNAL. DOI 10.1016/j.ausmj.2020.03.005. 2020
Published
2021-07-01
How to Cite
COSTA, C. C. R. DA. A TECNOLOGIA NA EXPERIÊNCIA DO CLIENTE (CX). Anais do Simpósio Sul-Mato-Grossense de Administração , v. 4, n. 4, p. 254-268, 1 Jul. 2021.
Section
Artigos - Marketing
