Hyper-personalization, co-creation, digital clienteling and transformation
(2020)
Journal Article
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
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 ad... Read More about Hyper-personalization, co-creation, digital clienteling and transformation.