From Customer Intimacy to Digital Customer Intimacy

Article

Liu, Qianhua, Chan, Ka-Ching and Chimhundu, Ranga. 2024. "From Customer Intimacy to Digital Customer Intimacy." Journal of Theoretical and Applied Electronic Commerce Research. 19 (4), pp. 3386-3411. https://doi.org/10.3390/jtaer19040164
Article Title

From Customer Intimacy to Digital Customer Intimacy

ERA Journal ID32146
Article CategoryArticle
AuthorsLiu, Qianhua, Chan, Ka-Ching and Chimhundu, Ranga
Journal TitleJournal of Theoretical and Applied Electronic Commerce Research
Journal Citation19 (4), pp. 3386-3411
Number of Pages26
Year2024
PublisherMDPI AG
Place of PublicationSwitzerland
ISSN0718-1876
Digital Object Identifier (DOI)https://doi.org/10.3390/jtaer19040164
Web Address (URL)https://www.mdpi.com/0718-1876/19/4/164
Abstract

Customer intimacy plays a crucial role in shaping customer relationships and guiding organizational strategies. As the digital business environment has grown, the concept of customer intimacy has evolved, leading to significant changes in its dimensions and implications. This systematic literature review and synthesis comprehensively analyzes the current research on customer intimacy, reexamines it within the context of e-commerce and digital marketing, and introduces the concept of “Digital Customer Intimacy”. The paper explores the unique characteristics of digital customer intimacy, how it differs from traditional customer intimacy, and identifies areas for future research. By synthesizing insights from various studies, this review deepens our understanding of customer intimacy in both traditional and digital contexts, offering practical insights for modern marketing and laying the groundwork for future research.

Keywordscustomer intimacy; digital customer intimacy; digital technologies
Article Publishing Charge (APC) Amount Paid1740.0
Article Publishing Charge (APC) FundingSchool/Centre
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020460999. Information systems not elsewhere classified
350303. Business information systems
Byline AffiliationsSchool of Business
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Chimhundu, Ranga, Hamlin, Robert P. and McNeill, Lisa. 2010. "Impact of manufacturer brand innovation on retailer brands." International Journal of Business and Management. 5 (9), pp. 10-18.
Manufacturer and retailer brand innovation in grocery packaged goods categories
Chimhundu, Ranga. 2008. "Manufacturer and retailer brand innovation in grocery packaged goods categories." 12th Annual Waikato Management School Student Research Conference. Hamilton, New Zealand 20 Oct 2008 Hamilton, New Zealand.
FMCG brand, supermarket chain and consumer relationships
Chimhundu, Ranga. 2005. "FMCG brand, supermarket chain and consumer relationships." 2005 Otago Marketing Doctoral Colloquium. Dunedin, New Zealand 17 - 18 Oct 2005 Dunedin, New Zealand.
Future of the brand management structure in FMCG: A two-dimensional perspective
Chimhundu, Ranga. 2004. Future of the brand management structure in FMCG: A two-dimensional perspective. Masters Thesis Master of Commerce. University of Otago.
The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects
Chimhundu, Ranga and Hamlin, Robert P.. 2008. The brand management structure in consumer packaged goods: A research monograph on its current status and future prospects. Saarbrucken, Germany. VDM Verlag Dr. Muller.
Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing
Hamlin, Robert P. and Chimhundu, Ranga. 2007. "Branding and relationship marketing within the trifecta of power: Managing simultaneous relationships in consumer goods marketing." Journal of Customer Behavior. 6 (2), pp. 179-194.
Future of the brand management structure in FMCG
Chimhundu, Ranga and Hamlin, Robert P.. 2007. "Future of the brand management structure in FMCG." Journal of Brand Management. 14 (3), pp. 232-239. https://doi.org/10.1057/palgrave.bm.2550064