Revitalizing Customer Experience through the Internet of Things : Integrating Customer Engagement and Campaign Effectiveness
DOI:
https://doi.org/10.61536/escalate.v1i01.7Keywords:
Customer Engagement, Campaign Effectiveness, Iot Adoption, Customer ExperienceAbstract
This research study employs a quantitative approach to investigate the relationships among customer engagement (CEG), campaign effectiveness (CEF), IoT adoption, and their combined impact on customer experience (CEX) in the context of Bali's tourism industry. A random sample of 100 participants was selected from the target population, and structured surveys with Likert scale responses were used to collect data. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was employed for data analysis, as it is well-suited for examining complex relationships among multiple variables. The study reveals significant direct relationships: CEG positively influences CEX, CEF positively influences CEX, and IoT adoption positively influences CEX. Additionally, there is a positive but relatively weaker relationship between CEG and IoT adoption and between CEF and IoT adoption. Indirect effects analysis shows that both CEG and CEF indirectly influence CEX through their impact on IoT adoption, although the latter relationship is relatively weaker. These findings have significant implications for Bali's tourism industry. Fostering customer engagement, effective marketing campaigns, and IoT adoption can enhance customer experiences, thereby increasing tourists' intention to revisit. This, in turn, can boost Bali's tourism sector, leading to economic growth and sustainability.
Downloads
References
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
Bhargava, A., Bhargava, D., Kumar, P. N., Sajja, G. S., & Ray, S. (2022). Industrial IoT and AI implementation in vehicular logistics and supply chain management for vehicle mediated transportation systems. International Journal of System Assurance Engineering and Management, 13(January), 673–680. https://doi.org/10.1007/s13198-021-01581-2
Briedis, H., Kronschnabl, A., Rodriguez, A., & Ungerman, K. (2020). Adapting to the next normal in retail. McKinsey & Company, May. https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-in-retail-the-customer-experience-imperative
Car, T., Pilepić Stifanich, L., & Šimunić, M. (2019). Internet of Things (Iot) in Tourism and Hospitality: Opportunities and Challenges. ToSEE – Tourism in Southern and Eastern Europe, 5, 163–173. https://doi.org/10.20867/tosee.05.42
Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28(4), 374–384. https://doi.org/10.1016/j.ausmj.2020.04.004
De Souza, C. A., Szafir-Goldstein, C., & Aagaard, A. (2020). IoT in the Context of Digital Transformation and Business Model Innovation: The case of a traditional Brazilian wholesaler. GIoTS 2020 - Global Internet of Things Summit, Proceedings, December 2021. https://doi.org/10.1109/GIOTS49054.2020.9119527
Delgosha, M. S., Hajiheydari, N., & Talafidaryani, M. (2022). Discovering IoT implications in business and management: A computational thematic analysis. Technovation, 118(September 2019), 102236. https://doi.org/10.1016/j.technovation.2021.102236
Fagerstrøm, A., Eriksson, N., & Sigurdsson, V. (2020). Investigating the impact of Internet of Things services from a smartphone app on grocery shopping. Journal of Retailing and Consumer Services, 52(September). https://doi.org/10.1016/j.jretconser.2019.101927
Gilboa, S., Seger-Guttmann, T., & Mimran, O. (2019). The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51(May), 152–164. https://doi.org/10.1016/j.jretconser.2019.06.004
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50(November 2018), 122–130. https://doi.org/10.1016/j.jretconser.2019.05.006
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116(February 2019), 356–365. https://doi.org/10.1016/j.jbusres.2020.01.022
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116(September 2019), 85–98. https://doi.org/10.1016/j.jbusres.2020.05.002
Nord, J. H., Koohang, A., & Paliszkiewicz, J. (2019). The Internet of Things: Review and theoretical framework. Expert Systems with Applications, 133, 97–108. https://doi.org/10.1016/j.eswa.2019.05.014
Pappas, N., Caputo, A., Pellegrini, M. M., Marzi, G., & Michopoulou, E. (2021). The complexity of decision-making processes and IoT adoption in accommodation SMEs. Journal of Business Research, 131, 573–583. https://doi.org/10.1016/j.jbusres.2021.01.010
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50(May), 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020
Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel and Tourism Marketing, 37(1), 15–32. https://doi.org/10.1080/10548408.2019.1686101
Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation. Journal of Travel Research, 61(3), 549–564. https://doi.org/10.1177/0047287521997572
Roy, S. K., Gruner, R. L., & Guo, J. (2022). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 30(1), 45–68. https://doi.org/10.1080/0965254X.2019.1642937
Sutrisno, S. (2023). The Effect of Customer Experience, Customer Engagement and Customer Value on Customer Loyalty on Tokopedia User. ProBisnis : Jurnal Manajemen, 14(3), 199–204.
Tom Dieck, M. C., & Han, D. in D. (2022). The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice, 30(1), 108–119. https://doi.org/10.1080/10696679.2021.1891939
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
Zaid, S., & Patwayati, P. (2021). Impact of Customer Experience and Customer Engagement on Satisfaction and Loyalty: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 983–992. https://doi.org/10.13106/jafeb.2021.vol8.no4.0983
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Putu Herny Susanti, I Made Hadi Purnantara, Miko Andi Wardana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
