{"title":"Automation and AI-Enabled Customer Journey: A Bibliometric Analysis","authors":"Jyoti Rana, Ruchi Jain, K. Santosh","doi":"10.1177/09722629221149854","DOIUrl":null,"url":null,"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.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2023-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629221149854","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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