ItemBook Chapter

Mimicking technology in creating and optimising marketing value, customer experience, retention and loyalty

Title
Mimicking technology in creating and optimising marketing value, customer experience, retention and loyalty
Creator
Vazirani, Kiran; Jaiwant, Sunanda Vincent
Description
Marketing has evolved from 1.0 to 5.0, which emphasises the utilisation of technologies that mimic human behaviour to generate, convey, distribute and improve value throughout the customer experience. The primary technologies employed in Marketing 5.0 include Artificial Intelligence (AI), Natural Language Processing (NLP), mixed reality (MR, which encompasses augmented reality [AR] and virtual reality [VR]), Sensors and Robotics, Internet of Things (IoT) and blockchain. In today's technologically learnt marketplace, these technologies support firms to imitate the human interaction with customers. Technology plays a crucial role in enhancing marketing results and aids in various aspects. This chapter delves into the conceptual grasp of integrating technology into the realm of marketing, a concept coined by Philip Kotler as 'Marketing 5.0'. Additionally, it incorporates an in-depth review of the existing literature on the diverse tools and strategies employed by various organisations to navigate the ever-evolving and fiercely competitive marketplace. Furthermore, this section will be expanded to include real-world cases of both successes and failures, with thorough explanations, pertaining to the human-centric technological approaches embraced by firms. This chapter also includes a proposed model to understand the impact of usage of such technologies by marketers on the prospective customers and consumers. The outcomes of the research carry both theoretical implications for academicians and the managerial implications for marketers to incorporate mimicking technology for customer experience, loyalty and retention. 2025 Kiran Vazirani and Sunanda Vincent Jaiwant. All rights reserved.
Source
Marketing 5.0: The Role of Human-Mimicking Technology;pp.203-219
Date
01-01-2025
Publisher
Emerald Group Publishing Ltd.
Subject
Customer experience; Customer loyalty; Customer retention; Marketing 5.0; Marketing value; Mimicking technology
Coverage
Vazirani K., CHRIST (Deemed to be University), India; Jaiwant S.V., CHRIST (Deemed to be University), India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183797815-1; 978-183797816-8;
Format
online
Language
English
Type
Book chapter

Citation

Vazirani, Kiran; Jaiwant, Sunanda Vincent, “Mimicking technology in creating and optimising marketing value, customer experience, retention and loyalty,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24318.

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