INSTRUCTIONS: Write a 250-word response to the post below. The reply must make a recommendation of a peer reviewed journal article that provides additional information on the topic. In the response, provide a summary of the article in your own words and discuss why it is relevant to the topic. It must be different than articles referenced. Include an APA formatted citation at the bottom of the reply.
2.3. The Customer-Technology Interface
Contemporary technologies have transformed almost every phase of mortal presence, including the techniques that businesses use to market merchandise and services to patrons (Grewal, et al., 2019, p.1). Technology is so widely used; many organizations are investing more into their technology platforms. With this, “technological advances are exerting profound effects on the practice of marketing” (Grewal, et al., 2019, p.1). Many entities, such as “retail, manufacturing, healthcare, and financial” organizations are using technology advances to for numerous intentions (Grewal, et al., 2019, p.1).
Current State of Research. Technology advances are extremely unpredictable, so many marketers are use previous “applications and solutions” “to get ahead of the knowledge curve” (Grewal, et al., 2019, p.1). Technology and marketing are both used to make sure information is beneficial for industry growth (Choi & Williams, 2016, p. 678). According to Zhao and Priporas (2017), technology “contributes to marketing performance through international market-entry alliance” (p. 6). Zhao and Priporas (2017), also suggest foreign firms can help with the “alliance” between effective marketing, advertising, and distributing, which will also incorporate technological advances (p. 13). According to Choi and Williams (2016), the performance of an organization is based on the marketing of the organization and the technology offered and used within the company (p. 674). It is suggested that technology within an organization plays a larger part on the growth within the firm than the marketing strategies within manufacturing organizations, but it is the opposite for service industries (Choi & Williams, 2016, p. 674-675). Current research shows that technology and marketing are both helpful for the entrepreneurial industry. There are correlations between technology and marketing and the performance and growth of organizations (Choi & Williams, 2016, p. 676). Technology has a huge effect on customers as technology can influence and motivate consumer perception on purchases and their self-efficacy (Harrigan, et al., 2020, p. 212). Customer satisfaction is proven to be one of the most “important intangible and leading measure of firm performance” (Mithas, et al., 2016, p. 166). Current research shows that technology directly correlates with customer satisfaction as it increases organizations response time to consumer needs. (Mithas, et al., 2016, p. 166).
What do Researchers Recommend. Researchers are recommended marketers explore “health technology, mobile and, p. social technology, legacy technology, in-store retail technology, the dark web and chatbots technology, as well as al and robotics technology” Grewal, et al., 2019, p.2-6). Grewal, Hulland, Kopalle, and Karahanna (2019) also recommends future researchers concentrate on the possible “behavior consequences” technology use may cause, especially in the “retail and healthcare sector” (p.7). Zhao and Priporas (2017) believes research should focus more on the “cross-boarder alliances” technology and marketing performances have on each other – the link between the two (p. 7). Zhao and Priporas also concentrates on the way information technology plays a role in marketing as well as marketing performance – they believe researchers should not only just focus on technology as it pertains to the device being used, but also information technology (p. 7). Choi and Williams (2016) suggest that continued research should focus on marketing action – gaining constant and consistent feedback from customers to make sure customers marketing and technology needs are being met (p. 677). Harrigan, Coussement, Miltgen, and Ranaweera (2020) suggests future studies should not only look at the bright side of technology within marketing, but also look at the negative’s technologies play within organizations (p. 212). It is stated there are “negative forms of engagement behavior” within popular marketing firms. (Harrigan et al., 2020, p. 212). To avoid negative correlations between technology and marketing, future research needs to be done to make sure customers are satisfied with the technology being produced, this will decrease some company cost (Mithas, et al., 2016, p. 167).