Automation and AI-Enabled Customer Journey: A Bibliometric Analysis

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2023-03-25 DOI:10.1177/09722629221149854

Jyoti Rana, Ruchi Jain, K. Santosh

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引用次数: 0

Abstract

This article aims to scrutinize the dynamics of scientific publications devoted to optimizing the customer journey in the retail sector through the application of artificial intelligence (AI) and determines the status of existing research on the role of AI in the retail sector. The research objective was to analyse the pool of scientific publications from the Scopus database to analyse how emerging technologies have improved customer journey (pre-purchase, purchase, post-purchase). The research employed a publication search by article title, abstract and keywords to collect the data set from the Scopus database. The selected publications were visualized using the software VOSviewer 1.6.16.0, and Biblioshiny to perform bibliometric analyses. An initial sample of 356 research articles was collected. After reading the abstract and full article, a final corpus of 149 scientific publications over two decades (1989–2021) was analysed in the study. Our findings suggest the prominence of authors and journal publishing in implementing AI in retail to automate customer journey. The results highlight how the application of AI fosters in improving the different phases of customer journey among the retailing sectors. Banking and fashion are the retailing sectors that have major applications of AI in the customer journey. Further studies should be conducted to gain deeper insights into the emerging use of AI in other sectors of the economy. It was also found from the intensive literature review that in the purchasing and decision-making phase of the customer journey, the deployment of AI is the most. This study analysed the incorporation of AI into the customer journey to highlight its impact on retailing. This study contributes to the literature by adding the lenses of AI in key management areas in retailing.

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自动化和人工智能支持的客户旅程:文献计量学分析

本文旨在仔细研究通过应用人工智能(AI)来优化零售行业客户旅程的科学出版物的动态，并确定人工智能在零售行业中的作用的现有研究现状。研究目的是分析Scopus数据库中的科学出版物，以分析新兴技术如何改善客户旅程(购买前，购买，购买后)。本研究采用文章标题、摘要和关键词检索的方式，从Scopus数据库中收集数据集。采用VOSviewer 1.6.16.0软件对所选出版物进行可视化处理，并利用Biblioshiny软件进行文献计量分析。收集了356篇研究论文的初始样本。在阅读了摘要和全文后，该研究分析了20年来(1989-2021年)149份科学出版物的最终语料库。我们的研究结果表明，作者和期刊出版在零售业实施人工智能以实现客户旅程自动化方面发挥了重要作用。研究结果强调了人工智能的应用如何在零售业中改善客户旅程的不同阶段。银行和时尚是零售行业，人工智能在客户旅程中有主要应用。应该进行进一步的研究，以更深入地了解人工智能在其他经济领域的新兴应用。通过深入的文献回顾还发现，在客户旅程的购买和决策阶段，人工智能的部署最多。这项研究分析了人工智能与顾客旅程的结合，以突出其对零售业的影响。本研究通过在零售业的关键管理领域添加人工智能的镜头，为文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.