Laus, Ettore (A.A. 2020/2021) The role of voice assistants in the luxury industry: how brand and voice-bot personality influence the customer experience in an omni-channel environment. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 100. [Master's Degree Thesis]

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Abstract/Index

Evolving channel strategies: from single-channel to omni-channel. Customer journey models. Omni-channel strategy: between new opportunities and new challenges. Antecedents and diffusion of the v-commerce. Customer-brand relationship: definition and conceptual models. Brand anthropomorphism. Analysis of human-artificial intelligence interaction. Research model and hypothesis. Research design & methodology. Pre-test: structure and results. Main test: structure and results. General discussion.

References

Bibliografia: pp. 69-83. Sitografia: pp. 84-86.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Marketing metrics
Thesis Supervisor:	Costabile, Michele
Thesis Co-Supervisor:	Tedeschi, Piermario
Academic Year:	2020/2021
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	13 Dec 2021 11:44
Last Modified:	13 Dec 2021 11:44
URI:	https://tesi.luiss.it/id/eprint/30919

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