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首页> 外文期刊>Journal of Business Research >Luxury in the digital age: A multi-actor service encounter perspective
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Luxury in the digital age: A multi-actor service encounter perspective

机译：奢侈品在数字时代：多演员服务遭遇透视

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摘要

Luxury brands have been reluctant to adopt technology-enhanced multi-actor interactions at the customer interface. This article synthesizes research on luxury and multi-actor interactions in non-luxury contexts to explore how luxury brands can adopt digitally enabled multi-actor service encounters. The literature is further supplemented by interviews with managers in luxury firms. Our findings caution against simply adopting approaches from non-luxury contexts as they risk undermining the luxury service experience. Rather, we develop a set of propositions at the intersections of the physical, digital, and social realms on how luxury brands can adapt the use of digital multi-actor interactions to augment rather than imperil their brand image. Specifically, our propositions help luxury managers to enhance the customer experience through hedonic escapism, strengthen their brand communities, and use digitization to simultaneously provide conspicuous customers with greater visibility and discreet customers with social exclusivity.
机译：奢侈品牌一直不愿意在客户界面采用技术增强的多演员交互。本文综合了对非奢侈品背景下的奢侈品和多演员互动的研究，以探索奢侈品牌如何采用数字化的多演员服务遭遇。文献进一步补充了与奢侈品公司经理的访谈。我们的调查结果谨慎，因为他们的风险破坏了奢侈品服务经验时简单地采用非奢侈品背景的方法。相反，我们在物理，数字和社会领域的交叉口开发了一套主张，了解奢侈品牌如何适应数字多actoror互动的使用，而不是威胁他们的品牌形象。具体而言，我们的命题帮助奢侈经理通过蜂鸟逃避，加强其品牌社区的客户体验，并使用数字化同时为具有更高可见性和谨慎客户提供具有更大可见性和谨慎客户的显着客户。

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