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- Paschen, Jeannette, 1974-, et al.
(författare)
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Artificial intelligence (AI) and value co-creation in B2B sales : Activities, actors and resources
- 2021
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Ingår i: Australasian Marketing Journal. - : Elsevier. - 1441-3582 .- 1839-3349. ; 29:3, s. 243-251
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Tidskriftsartikel (refereegranskat)abstract
- Continuous advances in information technologies, such as Artificial intelligence (AI), are opening up new and exciting opportunities for value co-creation between economic actors. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. This is the central phenomenon investigated in this article. Specifically, using Service-Dominant Logic (S-DL) as a lens, this study investigates the activities, roles and resources that are exchanged in AI-enabled value co-creation, using the creation of competitive intelligence as a research context. The analysis suggests that AI-enabled value co-creation processes are complex interactions between human and non-human actors who perform any of six different roles either jointly or independently. This article contributes to SD-L and provides a deeper understanding of the activities (the ‘how’), the actors (the ‘who’), and the resources (the ‘what’) in AI-enabled value co-creation, thus helping to close an identified gap in the literature.
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| 2. |
- Robertson, Jeandri, et al.
(författare)
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Reading Between the Lines : Understanding Customer Experience With Disruptive Technology Through Online Reviews
- 2021
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Ingår i: Australasian Marketing Journal. - : Sage Publications. - 1441-3582 .- 1839-3349. ; 29:3, s. 215-224
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Tidskriftsartikel (refereegranskat)abstract
- A customer’s experience with a brand, as evidenced in online customer reviews, has attracted multidisciplinary scholarly attention. Customer experience plays an important role as an antecedent to brand engagement, brand adoption, and eventual brand loyalty. Thus, it is important for businesses to understand their customers’ experiences so that they can make changes as necessary. The COVID-19 pandemic has brought unprecedented changes to the business landscape, forcing businesses to move online, with many utilizing enterprise video conferencing (EVC) to maintain daily operations. To ensure efficient digitization, many turned to the online reviews of others’ experiences with EVC before engaging with it themselves. This research examined how the customer experience is portrayed through emotional tone and word choice in online reviews for the EVC platform Zoom. Using computerized text analysis, key differences were found in the emotional tone and word choice for low- and high-rated reviews. The complexity and emotionality expressed in reviews have implications on the usability of the review for others. The results from this study suggest that online customer reviews with a high rating express a higher level of expertise and confidence than low-rated reviews. Given the potential dissemination and impact, digital marketers may be well advised to first and foremost respond to online reviews that are high in emotional tone.
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