Holmqvist, Jonas, Wirtz, Jochen and Fritze, Martin P. (2020). Luxury in the digital age: A multi-actor service encounter perspective. J. Bus. Res., 121. S. 747 - 757. NEW YORK: ELSEVIER SCIENCE INC. ISSN 1873-7978
Full text not available from this repository.Abstract
Luxury brands have been reluctant to adopt technology-enhanced multi-actor interactions at the customer interface. This article synthesizes research on luxury and multi-actor interactions in non-luxury contexts to explore how luxury brands can adopt digitally enabled multi-actor service encounters. The literature is further supplemented by interviews with managers in luxury firms. Our findings caution against simply adopting approaches from non-luxury contexts as they risk undermining the luxury service experience. Rather, we develop a set of propositions at the intersections of the physical, digital, and social realms on how luxury brands can adapt the use of digital multi-actor interactions to augment rather than imperil their brand image. Specifically, our propositions help luxury managers to enhance the customer experience through hedonic escapism, strengthen their brand communities, and use digitization to simultaneously provide conspicuous customers with greater visibility and discreet customers with social exclusivity.
Item Type: | Journal Article | ||||||||||||||||
Creators: |
|
||||||||||||||||
URN: | urn:nbn:de:hbz:38-309944 | ||||||||||||||||
DOI: | 10.1016/j.jbusres.2020.05.038 | ||||||||||||||||
Journal or Publication Title: | J. Bus. Res. | ||||||||||||||||
Volume: | 121 | ||||||||||||||||
Page Range: | S. 747 - 757 | ||||||||||||||||
Date: | 2020 | ||||||||||||||||
Publisher: | ELSEVIER SCIENCE INC | ||||||||||||||||
Place of Publication: | NEW YORK | ||||||||||||||||
ISSN: | 1873-7978 | ||||||||||||||||
Language: | English | ||||||||||||||||
Faculty: | Unspecified | ||||||||||||||||
Divisions: | Unspecified | ||||||||||||||||
Subjects: | no entry | ||||||||||||||||
Uncontrolled Keywords: |
|
||||||||||||||||
URI: | http://kups.ub.uni-koeln.de/id/eprint/30994 |
Downloads
Downloads per month over past year
Altmetric
Export
Actions (login required)
![]() |
View Item |