University of Twente Student Theses


The Impact of Artificial Intelligence along the Customer Journey: A Systematic Literature Review

Schrotenboer, D.W. (2019) The Impact of Artificial Intelligence along the Customer Journey: A Systematic Literature Review.

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Abstract:With technology increasingly taking over our lives, people have gained the need for meaningful experiences. Especially with the possibility of ordering almost any product you can think of on the Internet – either on your smartphone, your laptop, or even via your voice assistant – the term ‘servitisation’ is gaining ground. Artificial intelligence can be used by online companies to enhance customer experience and help companies adapt to ‘servitisation’. But, artificial intelligence also has an effect on the way customers shop in brick-and-mortar stores, and therefore we see a diminishing gap between offline retailing (brick-and-mortar stores) and online retailing (e-commerce). With the emerging omni-channel environment coming into play, physical stores and online channels cannot be viewed as separate entities anymore. Instead, the two operate as a synergy. This omnichannel view of commerce makes the path-to-purchase of customers a lot more complex; increasing the importance of companies to clearly map out the path-topurchase of customers and use technological advances to their advantage in order to optimise the customer experience along the customer journey. Artificial intelligence has the potential to positively influence this customer journey and therefore marketers have to understand how these advances have an impact on the customer experience in this ever-changing environment. Recommender systems can enhance customer personalisation; Conversational agents can enhance customer engagement. Individually and together they can improve the customer experience along the customer journey. This thesis provides businesses and other researchers with a framework on how recommender systems and conversational agents can aid companies in increasing the customer experience along the customer journey, while highlighting the importance of thoroughly understanding customer behaviour.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Customer journey, Customer experience, Customer behaviour, Artificial intelligence, Recommender systems, Conversational agents, Omni-channel, Marketing
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