Camila Back is a Doctoral Researcher at the Institute of Electronic Commerce and Digital Markets at Ludwig-Maximilians-Universität (LMU) München - Munich School of Management. She holds a B.Sc. and a M.Sc. in Mathematics from LMU. She earned a Master of Business Research in 2021 and her PhD in 2022 from LMU's Munich School of Management.
The use of digital technologies have given rise to new forms of customer-firm interactions (e.g., the use of digital assistants in customer service). The shift towards digitization of customer-firm interactions enables a wide and easily scalable new set of offerings to consumers....
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