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How consumer digital signals are reshaping the customer journey

Authors
  • Schweidel, David A.
  • Bart, Yakov
  • Inman, J. Jeffrey
  • Stephen, Andrew T.
  • Libai, Barak
  • Andrews, Michelle
  • Rosario, Ana Babić
  • Chae, Inyoung
  • Chen, Zoey
  • Kupor, Daniella
  • Longoni, Chiara
  • Thomaz, Felipe
Type
Published Article
Journal
Journal of the Academy of Marketing Science
Publisher
Springer US
Publication Date
Feb 19, 2022
Pages
1–20
Identifiers
DOI: 10.1007/s11747-022-00839-w
PMID: 35221393
PMCID: PMC8857638
Source
PubMed Central
Keywords
Disciplines
  • Original Empirical Research
License
Unknown

Abstract

Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities. We argue that the ability to detect and act on consumer digital signals is a source of competitive advantage for firms. Technology enables firms to collect, interpret, and act on these signals to better manage the customer journey. While some consumers’ desire for privacy can restrict the opportunities technology provides marketers, other consumers’ desire for personalization can encourage the use of technology to inform marketing efforts. We posit that this difference in consumers’ willingness to emit observable signals may hinge on the strength of their relationship with the firm. We next discuss factors that may shift consumer preferences and consequently affect the technology-enabled opportunities available to firms. We conclude with a research agenda that focuses on consumers, firms, and regulators.

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