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Keywords: Customer journey
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Journal Articles
Unveiling the dynamics of customer experience with AI-powered chatbots in online retail: a neuroscientific study
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (4): 459–476.
Published: 12 January 2026
...Ellen Roemer; Mike Trynczyk; Carina Eisel-Ende Purpose A promising application of artificial intelligence ( AI ) in online retail is the implementation of AI-powered chatbots. However, online retailers must ensure that AI-powered chatbots enrich the customer experience during the customer journey...
Includes: Supplementary data
Journal Articles
Customer journey-based smart technology of new brands: a self-reported and eye-tracking study
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (4): 548–560.
Published: 03 June 2025
...Aline Simonetti; Enrique Bigne Purpose This study aims to investigate the impact of advertising, packaging and packaging information on brand performance throughout the customer journey of a new brand. Design/methodology/approach A real new brand was assessed through a controlled three-stage...
