Customer Interaction Research Articles

The convergence of edge computing and supply chain resilience in retail marketing

In the fast-paced world of retail, having a strong and flexible supply chain is essential for success as businesses face increasing customer expectations and market uncertainties. Edge computing is emerging as a key technology that can enhance supply chain resilience by processing data in real-time, reducing delays, and improving responsiveness. This article explores how edge computing and supply chain resilience intersect within retail marketing and how they can optimize marketing strategies and customer experiences. Edge computing works by handling data close to where it is generated, which speeds up processing and reduces delays compared to traditional cloud systems. This real-time data processing is crucial for retailers who need to manage inventory, track shipments, and adjust to market changes quickly. With edge computing, retailers can get immediate insights into their supply chains, enabling faster and more accurate decision-making. The article reviews current research and case studies to illustrate the benefits of edge computing in retail. These benefits include better inventory management through real-time updates, more personalized and engaging marketing campaigns, and increased efficiency in logistics by automating processes. Edge computing also enhances the in-store experience with technologies like augmented reality, which can boost customer interaction and satisfaction. However, adopting edge computing also comes with challenges, such as high implementation costs, the complexity of integrating new systems, and concerns about data security. The article addresses these challenges and provides strategies for overcoming them, offering practical advice for effectively using edge computing. In summary, the article argues that edge computing will be a vital factor in retail’s future success and innovation. By making supply chains more agile, responsive, and efficient, edge computing helps retailers meet market demands and stay ahead of the competition. As technology continues to evolve, the role of edge computing in improving supply chain resilience and transforming retail marketing will become even more significant.

First impressions vs. The Peak-End Rule: Episodic evaluations in a service experience and the moderating effect of retrospective delay

This article integrates prior research on episodic evaluations with the service experience literature to investigate the impact of multiple interactions with frontline employees on customer evaluations of the employees and overall satisfaction with the service experience. A field study was constructed of customer interactions with hotel staff, including over 5,000 customer stays across a 5-year period. The results reveal that key moments, specifically the first impression, peak impressions, and last impressions, significantly impact satisfaction with the overall hotel stay. Moreover, we also introduce a new construct, retrospective delay, which is the time lapse between the actual service experience and the evaluation of the experience. In doing so, unlike prior research indicating the robustness of the peak-end rule, our results find that first impressions are the most important contributor to frontline employee evaluations and overall satisfaction. Furthermore, we find that first impressions become more critical as retrospective delay increases. Our results suggest that first impressions not only impact frontline employee evaluations and satisfaction with the service encounter, but that measurement timing could explain some conflicting findings in the services literature regarding the efficacy of positive starts.

E-commerce on Hardware sales: A case study of Computer technologies Union in Owerri, Nigeria.

The incorporation of computers into contemporary company operations has significantly altered productivity and communication, essentially making paper-based file systems outdated. The advancement of technology has made it possible to manage data more accurately, streamline procedures, and obtain information more quickly. Better managerial skills are now a trademark of the digital age, allowing companies to accurately and quickly respond to information requests. Innovative business models have also been made possible by the transition to digital technology, especially in the areas of customer engagement and operational management. A more dynamic and responsive business environment has been made possible by the automation of repetitive processes, real-time data analysis, and enhanced communication channels. This has allowed organisations to respond to shifting market conditions with accuracy and agility. A significant advancement in this digital shift is the emergence of e-commerce platforms. These platforms have facilitated a smooth and mutually beneficial relationship between businesses and customers. Online shopping provides customers with an unparalleled level of ease, enabling them to peruse, evaluate, and buy things from the comfort of their own homes. These websites give businesses access to a wider market, an extra source of income, and insightful data analytics on consumer behaviour. By providing easy navigation, safe payment choices, and personalised experiences, the e-commerce model improves client engagement. The transition to e-commerce has increased revenues as well as customer happiness and brand loyalty by offering a convenient and effective purchasing experience. For Computer Technologies Union (CTU) in Owerri, the project's goal was to create an e-commerce website that would improve customer interaction and business operations in response to current trends. To enable simple online purchases, the website was built with a feature-rich catalogue of store merchandise and an intuitive shopping cart. The system was designed to be reliable, scalable, and effective by utilising a three-tier design. Although the middle layer, which used PHP, handled business logic with ease, the backend MySQL database ensured dependable data management. Shopping was simple and easy with the client interface, which could be accessed via a web browser. The speed and precision of service delivery at CTU Owerri were greatly enhanced by the new system after it was fully implemented. While the firm benefited from increased operational efficiency and the ability to better meet customer expectations, customers had a convenient and pleasurable shopping experience. In addition to modernising CTU Owerri's operations, this calculated decision gave it a competitive edge in the online market.

Technological Integration in CRM: A Case Study of Madurai's Hospitality Sector

This study examines the role of technological integration in Customer Relationship Management (CRM) within Madurai's hospitality sector, focusing on how digital tools and software solutions enhance customer engagement and service delivery. As the tourism and hospitality industry in Madurai continues to grow, driven by its cultural significance and heritage, effective CRM practices have become essential for maintaining competitive advantage. This case study investigates how hotels, restaurants, and tour operators in Madurai leverage CRM technologies to streamline operations, personalize guest experiences, and foster long-term relationships. The research analyses the adoption of CRM software, mobile applications, and data analytics in enhancing customer satisfaction, increasing retention rates, and improving operational efficiency. Findings reveal that while the use of technology in CRM has significantly improved service standards and customer interactions, challenges such as system integration, staff training, and cost constraints remain. This study offers insights into the potential of technological CRM solutions to transform the hospitality landscape in Madurai, contributing to both academic literature and practical applications in the tourism and hospitality industries.

Analysis of Marketing Strategy in Facing Business Competition: Study at the Lesehan Oha Doku Restaurant in Dompu

This study aims to analyze the marketing strategy of Lesehan Oha Doku Restaurant in Dompu using a descriptive qualitative approach. Data were collected through observation and in-depth interviews at the research location with the owner, Mrs. Kartini Fauzan. The results show that Lesehan Oha Doku Restaurant successfully utilizes social media such as Facebook, Instagram, and WhatsApp to increase visibility and reach a wider consumer base. Engaging content showcasing the unique dishes and bamboo-woven restaurant concept, along with active customer interaction, has built strong relationships and increased customer loyalty. Additionally, product diversification through catering services and strong branding with the name "Lesehan Oha Doku," which reflects local cultural identity, contributes to its success. Cultural marketing that integrates local elements has proven effective in creating an authentic experience for customers. SWOT analysis reveals strengths in quality ingredients, strategic location, and effective digital marketing strategies, despite challenges in human resources and price competition. This combination of strategies has enabled Lesehan Oha Doku Restaurant to outperform competitors in the Dompu culinary market and continue to grow rapidly.

The impact of buy-online-pickup-in-store shopping on customer engagement: framework and propositions

This research aims to develop a new conceptual framework that investigates the effect of buy-online-pickup-in-store (BOPS) shopping on customer engagement and related outcomes from the touchpoint perspective. Based on the customer engagement theory and touchpoint literature, we define the concept of contact interactivity to explore the multiple touchpoints in the BOPS shopping experience and develop a conceptual framework and an associated set of propositions related to contact interactivity. To better understand contact interactivity, we propose the three dimensions of the customer–product interaction, customer–employee interaction, and customer–customer interaction, and further investigate the advantages of BOPS by comparing it with online shopping. This study has research implications for the BOPS literature by identifying specific touchpoints in multiple phases of the BOPS shopping journey and explaining the effect of BOPS shopping on customer engagement. We conclude by discussing important theoretical and practical implications that arises from our analyses.

The Role of Cloud Computing in Transforming Sales Force Customer Engagement Strategies

This research paper explores the transformative role of cloud computing in sales force management, focusing on its impact on customer engagement strategies. It examines the benefits of cloud-based Customer Relationship Management (CRM) systems, Sales Force Automation (SFA) tools, and AI-driven analytics in enhancing sales productivity, customer satisfaction, and operational efficiency. Through a detailed analysis of industry case studies, including Salesforce, IBM, Siemens, and Amazon, the paper highlights the significant improvements achieved in sales performance and customer interaction through cloud adoption. The study also addresses the challenges and risks associated with cloud implementation, such as technical barriers, financial constraints, and resistance to change. Future trends, including AI-driven sales insights, multi-cloud strategies, and the integration of blockchain technology, are discussed to provide a forward-looking perspective on how cloud computing will continue to evolve in the sales domain. This research underscores the crucial role of cloud computing in modernizing sales force management and achieving competitive advantage in a rapidly digitalizing business environment.

Understanding the digital customer journey of Indonesian full service restaurants in sourcing food suppliers

This study aims to provide a comprehensive understanding of the needs, preferences, and behaviors of its target market in the Indonesian full-service restaurant (FSR) sector. Firstly, it seeks to map the customer journey of FSRs in the food supplies purchasing process, identifying key touchpoints, brand awareness levels, information sources, and factors influencing brand choice. Secondly, it evaluates the effectiveness of various digital marketing channels, such as social media advertising, search engine marketing, and email marketing, by analyzing cost-per-lead and conversion rates to identify the most efficient channels for acquiring new FSR customers for PT MBI. Finally, the research intends to develop a data-driven digital marketing strategy that optimizes customer interactions, enhance brand visibility, and improve lead generation at each decision-making stage to drive sales conversions and increase customer lifetime value. The results of this study show that the current focus of PTXYZin the FSR segment lies between two segments: Relationship-Driven Traditionalists and Hybrid Decision-Makers.

Understanding AI's Role in the Banking Industry: A Conceptual Review

This study delves into the shifting role of Artificial Intelligence (AI) within the banking industry, with a focus on its transformative effects on service quality, operational effectiveness, and customer interaction. The research underscores significant developments in AI and its integration, highlighting its pivotal role in updating traditional banking practices and tackling modern-day challenges. It offers a comprehensive analysis of the potential of AI to enhance banking services, while also addressing obstacles such as technical difficulties and regulatory concerns. The outlook section predicts ongoing AI expansion in the banking sector, particularly its capacity to further tailor banking services and improve risk management. The goal of this research is to provide a comprehensive understanding of AI's integration into Indian banking, shedding light on the evolving relationship between technological innovation and the financial sector

Understanding the dynamics of social interaction in SIoT: Human-machine engagement

The Social Internet of Things (SIoT) amalgamates social networks with the Internet of Things (IoT) to enable intelligent devices to form social connections analogous to human networks. This research is grounded in psychological contract theory, which examines the reciprocal mechanisms arising from diverse customer interactions to encourage user engagement and provide recommendations on social media platforms. This study in particular identifies the factors that drive customer engagement on social media. It is unique in its exploration of customer interactions within the framework of psychological contracts across multiple levels of customer engagement (through customer empowerment). The findings reveal that psychological ownership among customers is influenced by empowering interactions on social media, which ultimately drive engagement behaviors.

ChatIoT: Zero-code Generation of Trigger-action Based IoT Programs

Trigger-Action Program (TAP) is a simple but powerful format to realize intelligent IoT applications, especially in home automation scenarios. Existing trace-driven approaches and in-situ programming approaches depend on either customized interaction commands or well-labeled datasets, resulting in limited applicable scenarios. In this paper, we propose ChatIoT, a zero-code TAP generation system based on large language models (LLMs). With a novel context-aware compressive prompting scheme, ChatIoT is able to automatically generate TAPs from user requests in a token-efficient manner and deploy them to the TAP runtime. Further, for those TAP requests including unknown sensing abilities, ChatIoT can also generate new AI models with knowledge distillation by multimodal LLMs, with a novel model customization method based on deep reinforcement learning. We implemented ChatIoT and evaluated its performance extensively. Results show that ChatIoT can reduce token consumption by 26.1-84.9% and improve TAP generation accuracy by 4.2-65.5% compared to state-of-the-art approaches in multiple settings. We also conducted a real user study, and ChatIoT can achieve 91.57% TAP generation accuracy.

Unlocking (re)purchase potential through corporate responsiveness on social networks: The role of perceived customer orientation

Social media marketing offers companies a new opportunity to connect with consumers through customer interactions. However, resource constraints may prevent companies from responding to every consumer comment. In light of this, the “reply to random comments strategy” emerges as an innovative approach where companies choose to respond to a mix of positive and negative comments. Yet, there is a lack of research and no standard practice for this strategy. This research used a mixed-method approach and signaling theory as a theoretical framework to provide extensive insights into how consumers react to various corporate response rates to random comments on social networks. Qualitative insights were gained through focus group discussions, while an empirical investigation was conducted using least squares modeling. The findings highlight the advantages of a high corporate response rate and the importance of signaling a strong customer orientation to enhance (re)purchase intentions of commenting and observing social network users. They also reveal the crucial mediating role of perceived customer orientation as a novel variable in this context. This research provides social media managers with guidelines on enhancing social network users' (re)purchase intentions by implementing a customer-oriented response strategy. The insights help practitioners build and maintain customer relationships, contributing to a company’s long-term success.

Investigating the Role of Artificial Intelligence to Measure Consumer Efficiency: The Use of Strategic Communication and Personalized Media Content

This study examines the relationships between strategic communication, personalized media content, AI, and consumer service efficiency in social marketing companies in Saudi Arabia. The study used a cluster sampling technique with a quantitative research design. The study targeted 498 responses via distributing the survey links on social media platforms. Using the SEM analysis in Smart PLS 4, this research tested the research hypotheses. The findings showed that strategic communication significantly improves personalized media content and consumer service efficiency, confirming its importance in business customer interactions and outcomes. Customized media content does not significantly improve consumer service efficiency, suggesting other mediating factors may be involved. AI mediates this relationship, bridging strategic inputs and service outcomes. AI boosts strategic communication and personalized content, improving consumer service efficiency. The results showed that AI fully mediates strategic communication and personalized media content into improved service efficiency, demonstrating its transformative potential in business communications and operations. The study shows that AI supports and improves digital marketing communication strategies. It is statistical evidence and confidence intervals that exclude zero, AI-enabled the application of personalized content and strategic directives to improve service efficiency in the mediation analysis.

A multi-channel queue model to optimize service level and staff availability in bank industry

Staff scheduling in service organizations like banks, stores, call centers, and emergency centers is critical due to direct customer interaction and uncertain service demand. This research presents a multi-objective model for scheduling bank staff, focusing on uncertain customer arrival and service rates. The model aims to optimize customer service efficiency and maximize staff satisfaction through three objective functions: minimizing the customer waiting queue length (using an M/M/C system), minimizing the number of assigned employees, and maximizing employee satisfaction by considering preferred working times. By simulating Poisson distribution for client arrival and service times, we predicted the bank's queue system performance and optimized staffing levels using the proposed model. Tested with real data from Agribank in Iran, the results showed an 8% reduction in customer waiting times and a 53% increase in employee satisfaction, demonstrating significant improvements in service efficiency and workplace morale. These percentages highlight the model's ability to effectively balance operational efficiency and employee well-being, facilitated by its transparent work pattern structure. Given the NP-hard nature of the model, we employed a meta-heuristic approach (NSGA-II) and GAMS with the ε-constraint method to solve it. Comparative results indicated that NSGA-II outperformed GAMS in both solution quality and computational time

Analis Penggunaan Aplikasi Whatsapp Business dalam Strategi Pemasaran Produk Kunyit dan Temulawak (Kajian Pustaka)

The development of information and communication technology has had a major impact on various aspects of the economy. Now digital communication has become an important part of everyday life, the use of applications such as WhatsApp Business has become an important tool for business people in their marketing strategies. The purpose of this study is to find out how the use of the WhatsApp Business application can increase the effectiveness of marketing strategies. The analysis was carried out using the Literature Review research method from various special journals on the use of the WhatsApp Business application in marketing strategies. The research method used is the Literature Review method from several special journals that contain related topics. Literature search using the Google Scholar database using the keywords WhatsApp Business application and marketing strategy. Articles must be published no later than the last five years. There are 16,600 articles, and the author selects the top 5 articles from the search results and the most relevant articles to the topic. From this study it can be concluded that WhatsApp Business is an effective tool for increasing customer interaction and expanding the reach of a company's marketing. However, to realize the full potential of WhatsApp Business, it is important for entrepreneurs to pay attention to digital communication ethics, present relevant content, and continue to monitor and evaluate their marketing strategies. Further research can be done to investigate the long-term impact of using WhatsApp Business in marketing strategies and the implementation of best practices to maximize its benefits.

AI-Driven Chatbots in CRM: Economic and Managerial Implications across Industries

In the era of digitization and technical breakthroughs, artificial intelligence (AI) has progressively found its way into the field of customer relationship management (CRM), bringing benefits as well as difficulties to businesses. AI, particularly in the context of CRM, employs machine learning (ML) and deep learning (DL) techniques to extract knowledge from data, recognize trends, make decisions, and learn from mistakes with minimal human intervention. Successful firms have effectively integrated AI into CRM for predictive analytics, computer vision, sentiment analysis, personalized recommendations, chatbots and virtual assistants, and voice and speech recognition. AI-driven chatbots, one of the AI-powered CRM systems, arose as a disruptive approach to customer service, and as such, unfolded with economic and managerial ramifications in CRM. Given the literature’s focus on other AI-driven systems, there is an obvious need for an investigation of industry applications and the implications of AI-driven chatbots in CRM. The purpose of this study is to explore and elucidate the economic and managerial implications of AI-powered chatbots within CRM systems. This investigation aims to provide a comprehensive understanding of how these technologies can enhance customer interactions, streamline business processes, and impact organizational strategies. To reach this goal, this study conducts a comparative qualitative analysis based on many interviews with experts and contributors in the field. Interviews with CRM specialists yielded insights into the use of AI-driven chatbots in CRM and their impact on the industry. The primary advantages identified in this study were the impact of AI-powered chatbots on cost, efficiency, and human performance. In addition, AI chatbots have proven useful in a variety of industries, including retail and tourism. Nonetheless, there were limitations to its usage in the healthcare system, particularly in terms of ethical problems.

ELECTRONIC BANKING ATTRIBUTES, CUSTOMER TRUST AND LOYALTY ON CUSTOMER RETENTION-A CASE STUDY AMONG THE CUSTOMERS OF COMMERCIAL BANKS

In today's dynamic banking environment, the adoption of electronic banking services has revolutionized customer interactions with commercial banks. This study investigates the impact of electronic banking attributes, customer trust, and loyalty on customer retention within the context of commercial banks. Using a mixed-methods approach, data was collected from a sample of customers across various demographic segments. The study found that electronic banking attributes, including usability, security, and service quality, significantly influence customer trust and loyalty. Moreover, customer trust was identified as a critical mediator between electronic banking attributes and customer retention. The findings suggest that enhancing electronic banking attributes not only improves customer trust but also fosters loyalty, thereby enhancing customer retention rates for commercial banks. This research contributes to the existing literature by providing empirical evidence of the relationships between electronic banking attributes, customer trust, loyalty, and retention in the banking sector. Practical implications include recommendations for banks to prioritize investment in electronic banking infrastructure and customer trust-building initiatives to strengthen customer retention strategies.

Examining the Nexus Between Customer Engagement and Satisfaction: Evidence from A Selected Retail Bank in South Africa

In the current retail banking environment, effective customer engagement is crucial for the success of organizations, impacting customer satisfaction, loyalty, and overall business performance. Given the competitive landscape and evolving customer expectations, it is essential for banks, especially Absa bank in South Africa, to understand the dynamics of customer engagement. This study aims to investigate how customer engagement initiatives influence customer satisfaction at Absa bank in the Durban area to provide strategic insights for enhancing competitiveness. Using theoretical frameworks such as Sashi's customer engagement cycle and Gronroos' model of service quality, this research explores the relationship between communication strategies related to organizational change and customer satisfaction levels at Absa bank in Durban. A quantitative research approach was employed, utilizing a structured questionnaire survey and convenience sampling to gather data from walk-in clients at various Absa bank branches. Statistical analyses, including descriptive and inferential methods, were used to analyze the data and test hypotheses. The results of the study offer valuable insights into customer preferences and expectations in the retail banking sector. Customers appreciate consistent messaging across different engagement channels and value personalized communication from the bank. Personalized calls, follow-up phone calls, and nonverbal cues such as a firm handshake were found to significantly impact customer perceptions and satisfaction with Absa bank's services. Customers display a high level of trust, satisfaction, and engagement with Absa bank, indicating the success of its customer engagement initiatives. The study also emphasizes the importance of social media in enhancing positive word-of-mouth and shaping consumer perceptions. Based on these findings, it is recommended that Absa bank implements a proactive customer engagement strategy focused on providing positive and personalized experiences to its existing customers. Key strategies include tailoring customer interactions, soliciting feedback, introducing loyalty programs, and utilizing various engagement platforms.

The Role of Digital Literacy in Optimizing Social Media for MSMEs in the Digital Economy Era

In today's rapidly evolving digital landscape, business operators must adeptly understand and evaluate information, particularly in digital formats. Within the realm of social media, digital literacy is indispensable, enabling individuals and organizations not only to utilize these platforms but also to harness them strategically and securely. Proficiency in digital literacy, which includes a comprehensive understanding of various social media features, is crucial for SMEs striving to achieve their business objectives through social media. The impact of digital literacy on social media utilization by SMEs is profound. With robust digital literacy skills, SMEs can refine their marketing strategies, produce compelling content, manage customer interactions efficiently, and safeguard their enterprises from digital threats. Conversely, insufficient digital literacy can hinder SMEs' ability to capitalize on social media opportunities and fully realize their potential. Consequently, advancing digital literacy is vital for SMEs to remain competitive and thrive in today's digital marketplace.

Enhancing dealership management software with AI integration for improved customer service and future innovations

This review paper explores the integration of Artificial Intelligence (AI) into dealership management software to enhance customer service and foster future innovations. The primary objective is to synthesize existing research and industry practices to understand how AI technologies can streamline operations, personalize customer interactions, and drive business growth within automotive dealerships. The paper reviews key AI applications, including AI-driven chatbots and virtual assistants that provide automated support, predictive analytics for customer behavior and sales forecasting, and personalized marketing strategies. The analysis reveals that AI significantly improves customer service efficiency by reducing response times and enhancing customer satisfaction. Predictive maintenance and inventory management powered by AI algorithms ensure optimal resource allocation, minimizing downtime and operational costs. Additionally, the paper identifies potential future innovations facilitated by AI advancements, such as augmented reality (AR) for virtual vehicle tours and blockchain for secure transaction management. These innovations promise to elevate the customer experience and streamline dealership processes, creating a competitive edge in the market. The integration of AI into dealership management software presents substantial benefits in improving customer service and operational efficiency. The paper emphasizes the need for continuous investment in AI technologies and employee training to fully harness these advantages. Future research should focus on exploring emerging AI applications and their long-term impact on the automotive industry, ensuring dealerships remain adaptable and competitive in a rapidly evolving technological landscape. Keywords: Artificial Intelligence, Dealership Management Software, Customer Service, Predictive Analytics, Augmented Reality, Blockchain, Automotive Industry.