ABSTRACT

Service innovation with digital technology such as augmented reality allows brands to deliver additional values to customers, as interactions between brand and customer improve a brand’s performance. However, there is little research on digital service innovation and its impact on customer behavior. Thus, the authors focus on digital service innovation and aim to answer whether it plays a role in positive customer response. This study examines the relationship between digital service innovation, customer engagement, and customer equity. The findings of this study show that digital service innovation helps improve customer engagement, which also leads to customer equity. Finally, the authors discuss academic and managerial implications.

摘要

随着品牌与客户之间的互动提高了品牌的绩效，增强现实等数字技术的服务创新使品牌能够为客户提供额外的价值。然而，关于数字服务创新及其对客户行为的影响的研究很少。因此，作者专注于数字服务创新，旨在回答它是否在积极的客户响应中发挥作用。本研究考察了数字服务创新、客户参与度和客户资产之间的关系。这项研究的结果表明，数字服务创新有助于提高客户参与度，这也有助于提高客户资产。最后，作者讨论了学术和管理影响。