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Hyper-personalization, co-creation, digital clienteling and transformation

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  • Jain, Geetika
  • Paul, Justin
  • Shrivastava, Archana

Abstract

The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.

Suggested Citation

  • Jain, Geetika & Paul, Justin & Shrivastava, Archana, 2021. "Hyper-personalization, co-creation, digital clienteling and transformation," Journal of Business Research, Elsevier, vol. 124(C), pages 12-23.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:12-23
    DOI: 10.1016/j.jbusres.2020.11.034
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    4. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-19, November.
    5. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
    7. Micu, Adrian & Capatina, Alexandru & Cristea, Dragos Sebastian & Munteanu, Dan & Micu, Angela-Eliza & Sarpe, Daniela Ancuta, 2022. "Assessing an on-site customer profiling and hyper-personalization system prototype based on a deep learning approach," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    8. Saravanan Periyasami & Aravin Prince Periyasamy, 2022. "Metaverse as Future Promising Platform Business Model: Case Study on Fashion Value Chain," Businesses, MDPI, vol. 2(4), pages 1-21, November.
    9. Reinecke, Sven & Renner, Susanna, 2021. ""Rückbesinnung auf das Echte" - Veränderungen im Kundenverhalten, Trends und Herausforderungen in Marketing und Verkauf ab 2021," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(5), pages 52-59.

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