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

Jain, Geetika; Paul, Justin; Shrivastava, Archana

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.

Citation

Jain, G., Paul, J., & Shrivastava, A. (2021). Hyper-personalization, co-creation, digital clienteling and transformation. Journal of Business Research, 124, 12-23. https://doi.org/10.1016/j.jbusres.2020.11.034

• Journal Article Type: Article
• Acceptance Date: Nov 19, 2020
• Online Publication Date: Dec 5, 2020
• Publication Date: 2021-01
• Deposit Date: Jun 1, 2023
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 124
• Pages: 12-23
• DOI: https://doi.org/10.1016/j.jbusres.2020.11.034
• Keywords: Marketing
• Additional Information: This article is maintained by: Elsevier; Article Title: Hyper-personalization, co-creation, digital clienteling and transformation; Journal Title: Journal of Business Research; CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.jbusres.2020.11.034; Content Type: article; Copyright: © 2020 Elsevier Inc. All rights reserved.