Human–technology relationships have become core strategic capabilities and enablers of enterprise sustainability. Contemporary interactions between humans and technology are undergoing a profound transformation toward a more human-centric and value-oriented paradigm, aiming for Industry and Society 5.0, a shift that is particularly salient in banking. The influence of customer experience quality on the strategic foundations of enterprise management is being fundamentally redefined. The purpose of this research is to assess the influence of customer experience on marketing outcomes in the banking industry. To analyze the directions, strengths, and statistical significance of relationships, structural equation modeling (SEM) using partial least squares (PLS) was employed. The research model was tested on a sample of 616 valid responses from customers of banking services in Serbia. The research shows that customer experience positively impacts customer satisfaction, behavioral loyalty intentions, and word-of-mouth, making it a strong predictor of marketing outcomes. The moderating roles of gender, customer segment, and respondents’ regional affiliation were tested, identifying variables that moderate significant relationships between customer experience and marketing outcomes, unveiling detailed insights into demographic and segmentation disparities. The findings offer robust empirical support for managerial decision making in customer experience enhancement initiatives.

With the growing integration of AR/VR/Metaverse technologies across luxury brands, advertising has shifted to providing consumers with a personalised experience in which they can engage with brands via digital avatars. Given the considerable success of Metaverse advertising, it is apparent that organisations need to reinvent their advertising strategies to enhance consumer experience and brand engagement over digital platforms. However, this reinvention would require organisations to develop an advertising strategy that creates a coherent brand experience for consumers and provides them with an immersive brand experience on Metaverse platforms. As a result, this study undertakes a bibliometric approach to provide a comprehensive understanding of how integrating Metaverse platforms with advertising strategies can enhance brand engagement among consumers. More precisely, a keyword search strategy is formulated, and a multi-database search is performed across key databases, including Scopus, EBSCOhost, and ProQuest. In doing so, results from Scopus databases are visualised through network and overlay visualisation maps to understand how key themes/knowledge structures are associated with Metaverse advertising and brand engagement. Besides this, the study also showcases the key theoretical perspectives (i.e., psychological perspectives, value-based perspectives, technology/innovation perspectives, and social interaction perspectives) across these studies to understand how brands have well-infused Metaverse advertising to enhance brand engagement among consumers. Lastly, the study also provides a deeper understanding of the key challenges that are associated with the widespread implementation of Metaverse advertising.

From Code to Care: How Artificial Empathy Enhances Customer Experience in Human-Robot Interaction

The more you visit, the less you experience: Exploring the decline of destination brand experience with increasing number of visits

Fraud detection systems operate under strict latency requirements while processing large and dynamically varying transaction volumes. In such mission-critical environments, response time directly influences transaction success, customer experience and regulatory compliance. Traditional performance monitoring approaches are predominantly reactive and provide limited capability for anticipating performance degradation. This paper presents an AI-driven predictive analytics framework for estimating response time in a production-scale fraud detection system using real operational data. The proposed approach formulates response time estimation as a supervised regression problem based on system utilization metrics, workload intensity and error characteristics collected from a live production environment. Multiple machine learning models are evaluated to capture both linear and non-linear performance behavior. Experimental results demonstrate that ensemble-based models significantly outperform baseline approaches, highlighting the effectiveness of data-driven techniques for performance prediction. The framework further integrates predictive insights into a decision-support context, enabling proactive performance management, capacity planning and SLA risk mitigation. The study demonstrates the practical value of AI-driven predictive analytics for enhancing performance assurance in real-world fraud detection systems.

Purpose This study investigates the influence of media-driven expectations on customer experiences (CE) within Korean restaurants in Assam, India. It aims to understand how popular Korean media, especially dramas and food content, shape dining expectations and thereby impact customer satisfaction, perceived value (PV) and future behavioural intentions (BI). By focusing on both hedonic (emotional) and utilitarian (functional) values, the research seeks to unravel the mechanisms through which CE translate into loyalty. The study specifically addresses the growing popularity of Korean cuisine in Assam and explores how elevated expectations, fuelled by media and social influence, can affect the PV and intention to revisit these dining establishments. Design/methodology/approach The research employs a quantitative, cross-sectional design using structured surveys administered to 338 patrons across two Korean restaurants in Guwahati, Assam. Drawing on expectancy-disconfirmation theory and cognitive dissonance theory, the study constructs and tests a model linking CE, PV (both hedonic value, HV and utilitarian value, UV) and BI. Statistical analyses include mediation and moderation tests using bootstrapped regression and moderated regression analysis (MRA) to examine direct, indirect and interaction effects. Measures for customer expectations influenced by Korean media are mean-centred and included as moderators to explore how media-driven expectations alter the dynamics between experience and PV. The data analysis was performed in the open-source statistical software R. Findings Both HV and UV dimensions significantly mediate the effect of CE on BI, with UV showing a stronger mediating effect. Elevated customer expectations, shaped by exposure to Korean dramas and online food media, negatively moderate the link between CE and PV – reducing the positive impact of actual dining experiences. The study reveals that while emotional satisfaction (HV) is vital, practical aspects (UV) are more influential in fostering loyalty. The results underscore the risk of cognitive dissonance when media-inflated expectations are unmet, highlighting the necessity for balanced, realistic customer engagement strategies in cultural dining contexts. Research limitations/implications This research is constrained by its exclusive focus on Korean restaurants in Guwahati, Assam, which could limit the applicability of findings to other geographical locations or culinary contexts. The reliance on self-reported responses and a non-probability sampling approach may introduce bias and reduce the generalizability of results. Future studies are encouraged to examine broader or comparative contexts, employ probability sampling or utilize longitudinal designs to capture changes over time. Despite these limitations, the study advances understanding of the interplay between media-induced expectations, PV and loyalty in emerging international cuisine markets. Practical implications The results highlight how Korean media content, such as dramas and food-related reels, shape customer expectations and experiences in Korean restaurants. Practitioners should capitalize on these trends by integrating popular media references into marketing strategies, menu planning and ambience design to resonate with both hedonic and utilitarian customer preferences. Emphasizing staff training to meet heightened service expectations and balancing authenticity with local tastes can further enhance customer satisfaction and loyalty. These insights enable restaurant managers to improve service quality, foster repeat patronage and stimulate positive word-of-mouth in increasingly competitive dining environments. Originality/value This research fills the gap by exploring Korean restaurants owned and managed by non-Koreans in Northeast India, a context rarely addressed in scholarly literature. It provides novel insights into how the Hallyu Wave shapes culinary expectations and behaviour far beyond Korea. By empirically testing both mediation and moderation effects, the study contributes methodologically and theoretically – demonstrating the necessity to balance emotional and functional aspects of service. Its findings are valuable for restaurant managers seeking to leverage cultural trends without falling into the pitfall of overpromising. The paper offers actionable recommendations on aligning marketing communications, managing expectations and sustaining customer loyalty in an emerging market.

ABSTRACT With recent advances of customer experiences and touchpoints optimization, research interest in “high luxury” is growing. The challenge is that, despite the generated value, Ultra High Net Worth Individuals (UHNWIs), those whose net worth exceeds $30 million, display several distinct characteristics, making it difficult for scholars to apply most customer experience knowledge to them. Consequently, this study advances knowledge on managing UHNWI customer experience along the customer journey by drawing on social capital theory. Seventeen in-depth interviews were conducted, including seven UHNWIs and ten brand experts of top luxury brands in various industries to identify UNHWIs’ customer experience features. To analyze the collected data, this study adopted an abductive design with thematic analysis in which emerging insights from the data were repeatedly compared with and used to refine the consumer journey experience. Findings indicate that UHNW customer experience is influenced by firm-controlled and non-firm-controlled touchpoints at all stages. Instagram proved to play a crucial role in UHWNIs’ decisions at the pre-purchase phase. Silent social media use emerged as a common pattern of UHNW customers’ pre-purchase processes. Personal assistants and stylists significantly contributed to enhancing their journey and served as gatekeepers.

This exploratory study advances the phygital customer experience literature by introducing the Digitalization Physicalization Customer Experience (DPCX) framework, to holistically examine CX in 2 phygital contexts. Qualitative insights from twenty interviews conducted with field hockey athletes and professional jazz students uncover extrinsic-intrinsic value blends (efficiency/self-actualization, hedonistic/social value, efficiency/safety value, capability/perceived effort, self-empowerment, autonomy and personalization) and highlights human connectors (service providers/instructors) and human peers (consumer connectors/students), as pivotal in shaping affective, symbolic, and utilitarian relationship bonds. Findings reveal digital tools sustain but rarely initiate strong peer bonds, while in-person interaction remains critical for emotional and sensory engagement. This research also established that the quality of efficient time-flow enhances the practicality pillar by minimizing cognitive friction and maximizing goal progression; qualities of active participation and positive valence served as essential ‘building blocks’ of the sociability pillar, creating the conditions for meaningful educational exchange in the phygital context. Similarly, across two phygital contexts, this study established that affectivity pillar can be enhanced via positive valence and heightened dimensionality; whereas sensory engagement (sensoriality pillar) can be created through rich dimensionality and novel ordinariness qualities. Moreover, immersivity pillar (seamless transition) appeared to be maintained through uninterrupted time-flow and a consistent, engaging narrative (dimensionality quality). Last, individual contextual factors (learning style, digital fluency) influence phygital touchpoint effectiveness, with sequencing alignment between digital and physical components emerging as a key success factor.

The rapid nature of Industry 4.0 advancements has facilitated the adoption of smart tourism technologies in tourism and hospitality industry, which has fundamentally changed the ways that services are offered, operations and customer experiences. The paper is a systematic and comprehensive review of smart tourism technologies, that is, artificial intelligence (AI), big data analytics, the Internet of Things (IoT), chatbots, service robots, and immersive technologies, including virtual reality and augmented reality. The research is conceptualized under the PRISMA framework, which implies the screening of 142 peer-reviewed journal publications published in 2011-2025. The study uses the narrative and thematic synthesis to discuss significant tendencies in the acceptance of technologies, methodology, theoretical frameworks, and outcome dimensions in the study of smart tourism. The findings indicate that academic interest has increased exponentially since 2020, and most of the articles employ quantitative and technology adoption theory, such as TAM, UTAUT, and the S-O-R model. The review demonstrates that customer satisfaction, customer engagement, customer loyalty, operational efficiency, service quality, and organizational sustainability are positively affected by smart tourism technologies. However, the concerns of confidentiality, ethical considerations, employee well-being, and geographical shortcomings of research remain eminent. Combining fragmented literature by offering an integrated approach, the research paper aids in gaining a better insight into how smart tourism technologies affect experiential, operational, and sustainability outputs. The findings can significantly contribute to the theoretical understanding of researchers and offer practical suggestions to tourism managers and policymakers who tend to adopt a responsible and human-centered digital transformation in Industry 4.0.

The ongoing digital transformation, the evolution of computational capabilities and the widespread use of artificial intelligence (AI) make information management and intelligence strategies increasingly central themes. Starting from the state of the art, the aim of this paper is to explore how these phenomena are interpreted in Istat, through a project dedicated to the use of AI for the data search in Istat’s data warehouse, where official statistical data are published. They include, among others, national accounts, household economic conditions, prices, labour and wages, industry, justice, services, health, education, culture, welfare, daily life, public administrations, environment and energy, and agriculture. The obtained result was to facilitate data searches through the use of an AI-based chatbot. Our goal is to enhance the user experience by assisting users in searching for content already published in the data browser. Istat, as the official producer of statistics for our country, pays particular attention to the accuracy and quality of the data released. Even if the use of AI is widespread, from a business prespective, it is not yet a mature technology. On the one hand, therefore, the drive for innovation has led us to experiment with this new technology, and Istat is among the first public administrations to offer a similar service. On the other hand, the project, despite being online and validated by the methodological sector, and despite having trained the data only on the Istat domain, has an experimental nature. What we obtained is the first step. We expect to continuously improve our data research by investing in AI. Finally, we want to emphasize the teamwork that underpinned this project. The IT, communication and methodological departments have worked in a truly synergic way, seeking together a point of balance in the complexity, in the attempt to provide a better public service.

Purpose This research aims to address gaps in understanding the interplay between cognitive (COG) service evaluations and holistic experiential values in dark tourism. Specifically, given the focus on the Gen Z tourist segment, it explores the relationships between the five dimensions of service quality, their experience quality and loyalty. Design/methodology/approach This study applies the stimulus-organism-response model to examine the drivers and behavioural outcomes of tourist experience quality in dark tourism. It combines in-depth interviews with 24 Gen Z participants (aged 18–27) and a structural model tested on survey data from 477 Gen Z visitors, linking 5 service quality dimensions (stimuli), tourist experience quality (organism) and word-of-mouth and revisit intention (response). Findings The study identifies key drivers of customer experience at dark tourism sites. Specifically, COG experience is shaped by communication (COM), authenticity (AUT) and pluralistic values. Emotional and social experiences are influenced by responsiveness and AUT. Sensory experiences play a particularly impactful role in fostering word-of-mouth (WOM) and revisiting intentions. Tourists' experiential values, in turn, strengthen visitor loyalty and encourage positive WOM. Practical implications Research findings underscore the need for preserving physical AUT, designing sensitive multisensory environments, strengthening interpretive COM and fostering empathetic service delivery, while leveraging cost-effective digital and community-based strategies to enhance engagement and sustainable advocacy among Gen Z travellers. Originality/value This study is the first to examine how service quality evaluations and experiential values jointly shape tourist loyalty in Vietnamese dark tourism, while offering validated measurement scales for dark tourism service quality and experience quality for future research.

ABSTRACT This study offers an integrative understanding of how Artificial Intelligence (AI) drives Business Model Innovation (BMI) in the service industry. Drawing from a systematic review of 113 articles, we identify seven key considerations for integrating AI into service-centric models. Our findings show that AI automates tasks and enhances human-like service interactions, enabling new revenue opportunities. Yet, success hinges on navigating ethical concerns and relational complexities tied to automation and personalization. By examining the interplay between value creation, proposition, and capture, we present a holistic framework that links technological capabilities with customer experience and organizational readiness. Our study provides actionable insights for researchers and practitioners, emphasizing the need to balance efficiency with human-centered values and trust-building. These findings guide service organizations in leveraging AI for sustainable advantage while offering a foundation for future research on the transformative role of AI in service-centric business models.

The rapid growth of e-commerce has strengthened the role of digital customer experience (DCX) in shaping customer loyalty and competitive advantage. This study aims to examine the relationships among online flow state, value co-creation, DCX, and customer loyalty. A quantitative survey was conducted with 182 respondents aged 17–45 years in Jakarta and the surrounding areas. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that online flow state significantly affects value co-creation (β = 0.760; t = 7.543; p < 0.001) and customer loyalty (β = 0.347; t = 4.082; p < 0.001). Value co-creation significantly influences DCX (β = 0.874; t = 18.412; p < 0.001), and DCX significantly affects customer loyalty (β = 0.630; t = 7.211; p < 0.001). Indirect effects are also significant, as online flow state influences DCX through value co-creation (β = 0.664; t = 5.577; p < 0.001), value co-creation affects customer loyalty through DCX (β = 0.550; t = 7.389; p < 0.001), and online flow state influences customer loyalty through the sequential mediation of value co-creation and DCX (β = 0.418; t = 5.447; p < 0.001). The model explains 57.8% of the variance in value co-creation, 76.3% in DCX, and 91.1% in customer loyalty. These findings highlight the importance of designing immersive digital experiences that encourage active participation to strengthen customer loyalty and long-term performance

This study aimed to examine and quantify the importance of virtual reality (VR) technology factors on tourists’ behavioral intentions using fuzzy hierarchy analysis (FAHP). Based on the integration of foundational theories, including Presence Theory (Steuer, 1992), Flow Theory (Csikszentmihalyi, 1990), and Customer Experience Theory (Schmitt, 1999), it aimed to determine the influence of VR on tourists’ behavioral intentions through five variables: Presence, Authenticity, Immersion, Focus, and Interaction. The questionnaire was constructed using the FAHP methodology, featuring comparative linguistic variables, and distributed to 15 experts, including tourism professionals, university lecturers, scientists with experience in researching tourist behavior, and representatives of businesses and tourist destinations in Vietnam. The survey data were processed using the FAHP method to determine the weights. Research results indicate that the factor “presence” has the highest weight (BNP = 0.39), playing a leading role in deciding tourists' behavioral intentions. The remaining factors are “authenticity”, “vividness”, “interaction”, and finally “focus”, in order of decreasing weights. Based on these results, the study offers several significant implications for destination managers and businesses developing smart tourism.

The rapid growth of pet ownership in urban areas has transformed pets into family members, increasing demand for high-quality, integrated pet-related services. However, pet cafés, grooming services, and playground facilities in Indonesia remain fragmented, requiring pet owners to visit multiple locations. This study aims to design and evaluate a one-stop pet lifestyle business model that integrates a pet-friendly café, professional pet care services, and recreational playgrounds in a single destination. The research applied a business planning approach using Design Thinking, Lean Canvas, Business Model Canvas (BMC), and SWOT analysis. Data were collected through market observation, industry trend analysis, and financial projections. Business feasibility was assessed using financial indicators such as Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period, and Profitability Index, supported by the Timmons Entrepreneurial Model. The results indicate that the integrated concept of PAWvillion Paradise successfully addresses urban pet owners’ needs for convenience, hygiene, safety, and emotional bonding with their pets. The SWOT analysis places the business in Quadrant I (Growth Strategy), indicating strong internal capabilities and favorable market opportunities. Financial projections show positive cash flow from the first year, a payback period of approximately 3.06 years, and an IRR of 88.11%, demonstrating strong financial feasibility. In conclusion, PAWvillion Paradise represents a viable and sustainable business model that responds to urban lifestyle trends and promotes animal welfare. The integrated service concept enhances customer experience while providing a competitive advantage in the growing pet industry market in Bandung, Indonesia.

Enhancing Customer Experience in the Digital Era: A Bibliometric Analysis of Trends and Technologies

In this paper, the authors discuss variant configuration and Configure, Price, Quote (CPQ) technology in the SAP CRM for the management of complex service quotations and contracts. This research seeks to understand the role of variant configuration in allowing organizations to deal with extremely customizable service offerings, yet ensure consistency and accuracy through the method of systematic secondary research that included the analysis of literature, industry reports, and the synthesis of case studies. As shown in the research, CPQ integration with variant-based configuration can save 40-60% of time and increase the accuracy of prices and the rate of quote-to-order conversion. Firms that apply holistic CPQ solutions receive competitive advantages due to the shortened sales cycles, minimized errors, and improved customer experiences. The results are based on the study of any scholarly papers, business reports, and case implementations that have been documented. In this paper, the results are generalized to give an understanding of variant structure and CPQ value propositions of complex service environments

Digital marketing has become a transformative force in India’s business and communication ecosystem, reshaping how organizations interact with consumers in the digital age. With the rapid expansion of internet connectivity, smartphone penetration, and affordable data services, India has emerged as one of the fastest-growing digital markets globally. This research paper examines the present status and future prospects of digital marketing in India, focusing on market growth, key trends, technological advancements, and emerging challenges. At present, digital marketing occupies a dominant position in India’s advertising industry, accounting for a significant share of total advertising expenditure. Platforms such as social media, search engines, mobile applications, and online video have become primary channels for brand communication. The mobile-first nature of Indian consumers, combined with increasing engagement on social networking and short-video platforms, has encouraged businesses of all sizes to adopt datadriven and performance-based digital strategies. Small and medium enterprises, in particular, benefit from cost-effective digital tools that enable targeted outreach and measurable return on investment. Furthermore, the rise of regional language content has expanded digital marketing’s reach beyond metropolitan cities into rural and semi-urban regions. The study also explores the future trajectory of digital marketing in India, highlighting strong growth projections driven by technological innovation and digital infrastructure development. Emerging technologies such as artificial intelligence, machine learning, automation, voice search, and immersive technologies like augmented and virtual reality are expected to redefine marketing practices. These technologies will allow marketers to deliver personalized, interactive, and predictive customer experiences. The rollout of 5G networks and continued government initiatives under programs like Digital India are likely to further accelerate digital adoption, opening new opportunities for businesses and marketers. In conclusion, digital marketing in India has evolved from a supplementary promotional tool to a central component of modern business strategy. The present scenario reflects maturity and widespread adoption, while the future indicates continued expansion driven by technology, innovation, and digital inclusion. This research underscores the importance of adaptive strategies, skill development, and ethical practices to fully harness the potential of digital marketing in India’s rapidly evolving digital economy.

Purpose Generative Artificial Intelligence (GenAI) is rapidly transforming business strategy, innovation processes and governance practices. While prior research has focused primarily on technological implementation and performance outcomes, limited attention has been paid to how senior executives interpret, frame and adapt to GenAI as a strategic and ethical phenomenon. This study aims to explore executives’ sensemaking and adaptive responses to GenAI and to develop a conceptual model that captures this process. Design/methodology/approach The study adopts a qualitative exploratory design based on semi-structured interviews with 15 senior executives from diverse industries in Greece. Data were analyzed using thematic analysis to identify recurring patterns in executives’ perceptions, decision rationales and ethical considerations related to GenAI adoption and integration. Findings The analysis reveals four interrelated dimensions shaping executive adaptation: strategic integration and decision-making, business value and innovation, human–AI collaboration and workforce transformation and ethics, governance and adoption barriers. Cross-thematic synthesis indicates that executives perceive GenAI as a decision-support and innovation amplifier rather than an autonomous decision-maker. These findings inform an Emergent Integrative Model of Executive Adaptation to GenAI, conceptualized as a dynamic cycle comprising strategic sensemaking (Curate), operational experimentation (Create) and ethical consolidation (Consolidate). Research limitations/implications Several executives cited technical and resource limitations as obstacles to effective GenAI implementation. Challenges include legacy systems, lack of skilled artificial intelligence (AI) engineers and limited integration between AI platforms and enterprise software. Practical implications This model advances understanding of executive cognition and adaptive intelligence in the AI era, positioning leadership as a process of continuous learning, sensemaking and ethical stewardship. Practically, the research offers a roadmap for organizations and policymakers for aligning GenAI-driven innovation with responsible governance and leadership development. Social implications By highlighting the role of executive stewardship, the study underscores how ethical leadership in GenAI adoption influences public trust, workforce well-being and organizational legitimacy. Originality/value Existing research on AI in business has predominantly focused on technological implementation, efficiency gains and economic outcomes. Studies emphasize measurable benefits such as productivity enhancement, improved decision-making speed and customer experience optimization. However, fewer studies explore how executive cognition and strategic reasoning shape the trajectory of AI adoption – particularly regarding GenAI technologies that introduce new forms of creative automation. The study advances leadership and sensemaking research by shifting the focus from GenAI adoption outcomes to executive cognition and ethical stewardship. It offers a novel integrative model that explains how strategy, innovation and governance co-evolve in the GenAI era.

Abstract: The rapid growth of digital payment systems has changed how consumers make transactions in India. Among various Unified Payments Interface (UPI) platforms, Google Pay stands out as a top digital payment app because of its convenience, speed, and security. This study looks at the main factors that influence customer satisfaction with Google Pay in Coimbatore city. It focuses on aspects like ease of use, perceived security, trust, service reliability, promotional offers, transaction efficiency, and user experience. Primary data were collected using a structured questionnaire and analyzed with statistical tools to find significant links between these factors and overall customer satisfaction. The results show that convenience, perceived security, and trust are key to user satisfaction and ongoing use. The study offers useful insights for digital payment service providers to improve customer experience and boost user retention in the competitive fintech landscape. Keywords: Digital Payments, Google Pay, Customer Satisfaction, Determinants, UPI, Perceived Security, Trust, Service Quality, User Experience, Fintech, Cashless Economy