Digitization of Customer Experience in Luxury

Erkhova, Daria; Ehrensperger, Elena; Krohmer, Harley (28 May 2019). Digitization of Customer Experience in Luxury (Unpublished). In: 48th Annual Conference of the European Marketing Academy. 28.05.2019-31.05.2019.

Creating a superior customer experience is critical for firm performance. Modern technological advancements and rapid digitization have opened up numerous opportunities for firms to enhance and differentiate customer experience. While recent academic and business studies have made first attempts to identify digital customer experience capabilities generalizable across industry-contexts, our study takes a contingency perspective and investigates which capabilities are required to create a superior customer experience in the luxury industry. We focus on the luxury goods industry since it is characterized by a specific customer value that is different from that of non-luxury goods. Based on qualitative interviews with senior digital marketing executives of luxury firms, we identify three luxury-specific digital customer experience capabilities which help luxury firms to create superior customer experience and facilitate luxury customer value delivery.

Item Type:

Conference or Workshop Item (Poster)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Erkhova, Daria; Ehrensperger, Elena and Krohmer, Harley

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

Language:

English

Submitter:

Elena Ehrensperger

Date Deposited:

18 Feb 2019 09:58

Last Modified:

18 Feb 2019 09:58

URI:

https://boris.unibe.ch/id/eprint/126700

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