The Design of an e-PSA Service Architecture for CEM

The current paper argued that information technology can bring a different and unique customer experience to the mass through the creation of an Electronic Personal Shopping Assistant(or e-PSA) service. Based on extensive empirical research, using comparative and dynamic analysis, the paper presented the architecture of e-PSA service and explained what its business value is. Furthermore, this paper discussed the feasibility of the e-PSA service architecture and described what needed to be done bo make it a successful service.