“What can I(S) do for you?”: How technology enables service providers to elicit customers’ preferences and deliver personalized service

Personalizacija Usluga Kroz Nove Tehnologije

“…Potrošači traže opipljive, funkcionalne, nematerijalne i simboličke vrijednosti kupljenih proizvoda, ali i jedinstveno iskustvo (Mostafa i Kasamani, 2021). Prema tome, hotelska poduzeća trebaju se više oslanjati na Big Data tehnologiju i strojno učenje, jer im ona omogućuje prepoznavanje preferencija i potreba gostiju pružajući pritom visoko personalizirane usluge (Gwinner i sur., 2005;Bonaretti i sur., 2020), kojima povećavaju izvanpansionsku potrošnju.…”

In the practice, how does customer service ensure competitive advantage?

“…This is a relevant perception of the paper, because the interviewee shows that the study and observation of customers goes beyond the perception of the products sold and also includes the tastes, preferences and personality traits of the consumer, which generates satisfaction and puts the brand in evidence. In addition, when looking for mechanisms to get to know the customer beyond their purchase expectations, the company better knows its consumers and their needs, serves them better, makes the relationship closer and lasting (Unes et al, 2019), and uses this knowledge about their preferences to offer products and customize services that increase their perception of value (Bonaretti et al, 2020).…”

Replaced by Machines? The Intelligent (Ro)Bots as the Disruptive Innovation for Human Workforce in Cross Cultural Perspective

“…While we have shown one of many cases where AI replaces human workers in Japan, the European approach seems to be different. Companies such as online vendors like the UK-based Ocado (Harris 2017), Swiss and Italian hotels (Bonaretti et al 2020), as well as German carmakers Mercedes-Benz and BMW (Hollinger 2016) have decided to introduce automatic processes that cooperate with human employees and create mixed human-machine teams. For instance, cobots are autonomous devices that are designed to work with humans and not instead of them.…”

“…Cobots are intended for direct interaction with a human, sharing their work and increasing their efficiency. Such solutions are already implemented in manufacturing (Akella et al 1999), facilities maintenance (Veloso et al 2012), education (Timms 2016) service personalization (Bonaretti et al 2020) and other areas. Semi-automatic devices reduce costs by increasing productivity.…”