Dr. Jisha Vijay is an Assistant Professor at Deviprasad Goenka Management College of Media Studies, Mumbai University. She holds a Ph.D. in Marketing from the Amrita School of Arts, Humanities, and Commerce, Amrita Vishwa Vidyapeetham University. She also earned her MBA from Pondicherry University and an M.Com from the University of Calicut. Prior to her current role, she was a faculty member at Kochi Business School, where she specialized in teaching Marketing to MBA students.
Dr. Jisha has presented and published research at various national and international conferences and journals. Her recent publications include Digital Transformation in Customer Experience and Behavior (October 2024) and Entrepreneurial Insights: Super Intelligence Revolutionizing the E-Commerce Landscape (August 2024), both with IGI Publications.
Research interests focus on consumer psychology consumer behavior e-commerce and digital marketing.
The objective of this study is to investigate the impact of digital transformation on customer experience, specifically focusing on personalization, customer support, omni-channel experience, customer analytics, and fraud detection. This study adopted a method approach that has qualitative analyses. This research aims to uncover the extent to which personalization, customer support, omni-channel experience, customer analytics, and fraud detection contribute to customer satisfaction and loyalty in the digital era. These factors are expected to play a significant role in shaping customer perceptions and behaviors in the context of digital transformation. Understanding the impact of digital transformation on the customer experience is crucial for businesses operating in today's competitive marketplaces. By investigating the factors this study aims to provide practical insights for organizations seeking to enhance customer satisfaction and loyalty through the effective implementation of digital transformation strategies.
The application of artificial intelligence in e-commerce has emerged as a crucial element for the growth of various businesses, elevating the customer experience. Thus, to establish a competitive edge in this e-commerce scenario, it is imperative that online merchants stay updated with the latest marketing strategies and trends. This chapter examines the role of AI in e - commerce, explores the aspects resulting in its adoption, and investigates its impact on e-commerce. This study adopted a qualitative research design by reviewing the existing literature and explicates models for artificial intelligence in the e - commerce industry. Through a review of relevant literature and case studies, this paper argues that artificial intelligence can provide business with a competitive advantage by the following.The primary implications of artificial intelligence are that it can help companies to optimize revenue.
A growing number of adults are seeking to escape the trappings of excessive consumption in an era characterized by material abundance and relentless consumerism. This emerging trend reflects a shift away from the traditional consumerist mindset, which equates material wealth to success and happiness. Instead, people are increasingly seeing minimalism, simplicity, and deliberate living as paths to greater fulfillment. This narrative review investigates the psychological and cultural elements that drive this movement, focusing on the role of credit systems, advertising, and societal standards in maintaining the consumption cycle. It also investigates the growing dissatisfaction with material wealth, which frequently results in financial hardship, stress, and a pervading sense of emptiness. By foregoing the chase of larger homes, trendier clothes, and the latest electronics, these people are redefining success in terms of personal well-being, meaningful connections, and spiritual development.
