...Gregory Vial; Camille Grange Purpose This paper presents a new conceptualization of digital service anchored in a coconstitutive ontology of digital “x” phenomena, illuminating the pivotal role of the digital qualifier in the service context. Our objective is to provide a theoretically grounded...

...Jamie Burton; Victoria Mary Story; Judy Zolkiewski; Nazifa Nisha Purpose Digital Service innovation (DSI) plays a fundamental role in the successful transition from product manufacturer or traditional service provider to a provider of digitally-enabled service solutions. Multiple impediments make...

... 25 05 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Personalization Individualization One-to-one marketing Systematic literature review Consumer experience Technology Digital Personalization entails tailoring (part...

.../methodology/approach A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed...