Analysing the Synergy Between High-Tech Augmented Services and Long-Term Consumer Retention
DOI:
https://doi.org/10.66635/rqb4bx86Keywords:
High-Tech Augmented Service, Consumer Retention, Artificial Intelligence, Customer Experience, Personalisation, Structural Equation Modelling, Digital Marketing, Service Innovation, Trust, Value Co-CreationAbstract
The rapid growth and proliferation of high-tech augmented service features, which comprise AI, AR, IoT, ML, and other similar technologies, have revolutionized the customer service experience and how service providers service their consumers. The main purpose and objective of this paper are to examine and determine the relationship that exists between the deployment of high-tech augmented service features and how it creates customer loyalty. The study used various data collection techniques to achieve its objectives, including survey research involving 150 consumers in different service industries in India and reviewing existing literature to support the research study. The researcher used Structural Equation Modelling to validate its research hypotheses.
The study found there was a positive and statistically significant relationship between the extent to which service providers used high-tech augmented service features and the consequent consumer retention outcomes. The researcher found that value co-creation and trust were key facilitators in this relationship.
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