Show simple item record

dc.contributor.authorHasan, Rakibul
dc.contributor.authorWeaven, Scott
dc.contributor.authorThaichon, Park
dc.contributor.editorThaichon, Park
dc.contributor.editorRatten, Vanessa
dc.date.accessioned2021-07-09T01:22:43Z
dc.date.available2021-07-09T01:22:43Z
dc.date.issued2021
dc.identifier.isbn9781800713499en_US
dc.identifier.doi10.1108/978-1-80071-348-220211008en_US
dc.identifier.urihttp://hdl.handle.net/10072/405865
dc.description.abstractArtificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm of customer-organisation relationship. The new relationship boundary driven by AI principally challenges as well as creates opportunities for relationship marketing theories and practices. The main objective of this chapter is to present a framework named ‘physical-digital space’ to demonstrate how AI can merge the physical and digital world. To broaden the understanding, this chapter uses the lens of customer experience in relationship marketing. The framework extends the existing understanding and provides managerial implications on how an organisation can develop strategies so that a customer consciously or subconsciously develops a positive relationship with the organisation.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherEmerald Publishing Limiteden_US
dc.publisher.placeBIngley, United KIngdomen_US
dc.relation.ispartofbooktitleDeveloping Digital Marketing: Relationship Perspectivesen_US
dc.relation.ispartofchapter8en_US
dc.relation.ispartofchapternumbers11en_US
dc.relation.ispartofpagefrom135en_US
dc.relation.ispartofpageto153en_US
dc.subject.fieldofresearchArtificial Intelligence and Image Processingen_US
dc.subject.fieldofresearchMarketingen_US
dc.subject.fieldofresearchcode0801en_US
dc.subject.fieldofresearchcode1505en_US
dc.titleBlurring the Line between Physical and Digital Environment: The Impact of Artificial Intelligence on Customers' Relationship and Customer Experienceen_US
dc.typeBook chapteren_US
dc.type.descriptionB1 - Chaptersen_US
dcterms.bibliographicCitationHasan, R; Weaven, S; Thaichon, P, Blurring the Line between Physical and Digital Environment: The Impact of Artificial Intelligence on Customers' Relationship and Customer Experience, Developing Digital Marketing: Relationship Perspectives, 2021, pp. 135-153en_US
dc.date.updated2021-07-04T22:32:32Z
gro.hasfulltextNo Full Text
gro.griffith.authorThaichon, Park


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

  • Book chapters
    Contains book chapters authored by Griffith authors.

Show simple item record