Universität zu Köln

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

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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:	Creators Email ORCID ORCID Put Code Holmqvist, Jonas UNSPECIFIED UNSPECIFIED UNSPECIFIED Wirtz, Jochen UNSPECIFIED UNSPECIFIED UNSPECIFIED Fritze, Martin P. UNSPECIFIED UNSPECIFIED UNSPECIFIED
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:	Keywords Language CONSPICUOUS CONSUMPTION; CO-CREATION; CUSTOMER ENGAGEMENT; CONSUMER ENGAGEMENT; EMPLOYEES; IMPACT; BRANDS; TECHNOLOGY; EXPERIENCE; SATISFACTION Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/30994