Prioritizing MarTech Capabilities That Enhance Customer Experience in Embedded Finance Platforms Using AHP
DOI:
https://doi.org/10.65069/jessd21202625Keywords:
Marketing Technology (MarTech), Embedded Finance, Customer Experience, Multi-Criteria Decision Making, Analytic Hierarchy Process, Geometric MeanAbstract
Marketing technology (MarTech) encompasses digital tools and platforms used to manage, personalize, and scale interactions between businesses and their customers through data analytics, automation, and artificial intelligence-based solutions. In particular, the accessible and real-time nature of embedded finance platforms enables MarTech solutions to reach broad user bases rapidly and influence customer experience. Since optimizing all MarTech capabilities simultaneously is challenging in terms of both cost and feasibility, businesses need to prioritize the allocation of their limited resources to achieve the greatest impact. In this context, the primary objective of this study is to determine the relative importance of MarTech capabilities that enhance customer experience within embedded finance platforms. To achieve this objective, the study applies the Analytic Hierarchy Process (AHP) using both arithmetic and geometric mean aggregation approaches to determine the criteria weights and corresponding priorities. The results indicate that the AHP analysis based on the arithmetic mean produces inconsistent results, whereas the geometric mean approach yields consistent results. The analysis identifies customer analytics capability as the most important MarTech capability for enhancing customer experience in embedded finance platforms, with a total weight vector of 2.46. Personalization ranks second, with a total weight vector of 2.02. By comparing prioritization results obtained using arithmetic and geometric mean approaches, the study also provides insights into the influence of aggregation procedures on the consistency and prioritization of MarTech capabilities.
References
Germann, F., Lilien, G. L., Moorman, C., Fiedler, L., & Großmaß, T. (2020). Driving customer analytics from the top. Customer Needs and Solutions, 7(3-4), 43–61. https://doi.org/10.1007/s40547-020-00109-2
Qadri, U. A., Moustafa, A. M. A., & Waqas, M. (2026). When and how AI personalization drives sustainable purchases: The roles of relevance, privacy, and transparency in eco-friendly advertising. Journal of Retailing and Consumer Services, 89, 104592. https://doi.org/10.1016/j.jretconser.2025.104592
Ozdemir, S., Wang, Y., Gupta, S., Sena, V., Zhang, S., & Zhang, M. (2024). Customer analytics and new product performance: The role of contingencies. Technological Forecasting and Social Change, 201, 123225. https://doi.org/10.1016/j.techfore.2024.123225
Kanellos, N., Terzi, M. C., Giannakopoulos, N. T., Karountzos, P., & Sakas, D. P. (2024). The economic dynamics of desktop and mobile customer analytics in advancing digital branding strategies: Insights from the agri-food industry. Sustainability, 16(14), 5845. https://doi.org/10.3390/su16145845
Hossain, M. A., Akter, S., Yanamandram, V., & Strong, C. (2024). Navigating the platform economy: Crafting a customer analytics capability instrument. Journal of Business Research, 170, 114260. https://doi.org/10.1016/j.jbusres.2023.114260
Singh, J., & Gebauer, H. (2024). Clean customer master data for customer analytics: A neglected element of data monetization. Digital, 4(4), 1020–1039. https://doi.org/10.3390/digital4040051
Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Saura, J. R., Ratten, V., & Jeremic, V. (2026). Digital cognition in predictive marketing personalization: A conceptual framework. Psychology & Marketing, 43(5), 1228–1260. https://doi.org/10.1002/mar.70109
Sachdeva, P., Mitra, A., Malhotra, P., Prakash, R., Prasad, P. V. S., & Mishra, K. (2026). Smart marketing in the data age: Personalization meets advanced analytics. SN Business & Economics, 6(6), 163. https://doi.org/10.1007/s43546-026-01175-9
Rosário, A. T., & Dias, J. C. (2023). How has data-driven marketing evolved: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3(2), 100203. https://doi.org/10.1016/j.jjimei.2023.100203
Chae, M., Rodríguez-Vilá, O., & Bharadwaj, S. (2025). Real-time marketing messages and consumer engagement in social media. Journal of Business Research, 191, 115266. https://doi.org/10.1016/j.jbusres.2025.115266
Fuchs, A. (2026). Orchestrate phase. In MarTech, AI, & Automation: The Future of Marketing: Understanding, Applying, and Scaling Marketing Technology (pp. 101–119). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-51166-1_4
Debnath, A., Hossan, M. Z., Sharmin, S., Hosain, M. S., Johora, F. T., & Hossain, M. (2024). Analyzing and forecasting of real-time marketing campaign performance and ROI in the U.S. market. In 2024 International Conference on Intelligent Cybernetics Technology & Applications (ICICyTA) (pp. 332–337). IEEE. https://doi.org/10.1109/ICICYTA64807.2024.10913226
Triantafyllou, S. A., Georgiadis, C., & Sapounidis, T. (2025). Gamification in education and training: A literature review. International Review of Education, 71(3), 483–517. https://doi.org/10.1007/s11159-024-10111-8
Farace, S., Montaguti, E., Valentini, S., & Zammit, A. (2025). How does gamification affect customer behavior and revenue? Italian Journal of Marketing, 2025(4), 331–354. https://doi.org/10.1007/s43039-025-00119-9
Saha, R., Jangbahadur, U., Israney, R. S., Sinha, M., Ahlawat, S., Akram, U., & Su, X. (2025). The psychological and emotional factors of gamification and customer experience: A systematic literature review and future research agenda. Acta Psychologica, 260, 105659. https://doi.org/10.1016/j.actpsy.2025.105659
Malik, G., Pradhan, D., & Rup, B. K. (2025). Gamification and customer brand engagement: A review and future research agendas. Marketing Intelligence & Planning, 43(1), 210–239. https://doi.org/10.1108/MIP-12-2023-0659
Silva, S. C., Corbo, L., Vlačić, B., & Fernandes, M. (2023). Marketing accountability and marketing automation: Evidence from Portugal. EuroMed Journal of Business, 18(1), 145–164. https://doi.org/10.1108/EMJB-11-2020-0117
Ziakis, C., & Vlachopoulou, M. (2026). From marketing automation to agentic marketing. In Encyclopedia of Artificial Intelligence in Marketing (pp. 1–15). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-75316-9_147-1
Badie, F., Velmurugan, P. R., & Kumar, A. (2025). Marketing automation development as a process of digital ecosystem advancement. In Handbook of Disruptive Technologies (pp. 86–100). CRC Press. https://doi.org/10.1201/9781032700953-7
Hokmabadi, H., Rezvani, S. M. H. S., Hokmabadi, H., & de Almeida, N. M. (2025). Business resilience through AI-agent automation for SMEs and startups: A review on agile marketing and CRM. Information, 16(11), 1000. https://doi.org/10.3390/info16111000
Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research, 33(6), 2205–2243. https://doi.org/10.1108/INTR-09-2021-0686
Park, Y., Kim, J., Jiang, Q., & Kim, K. H. (2024). Impact of artificial intelligence (AI) chatbot characteristics on customer experience and customer satisfaction. Journal of Global Scholars of Marketing Science, 34(3), 439–457. https://doi.org/10.1080/21639159.2024.2362654
Li, C., Fang, Y., & Chiang, Y. (2023). Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic. Technological Forecasting and Social Change, 197, 122921. https://doi.org/10.1016/j.techfore.2023.122921
Shahzad, M. F., Xu, S., An, X., & Javed, I. (2024). Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth. Journal of Retailing and Consumer Services, 79, 103867. https://doi.org/10.1016/j.jretconser.2024.103867
Ajina, A. S., Joudeh, J. M. M., Ali, N. N., Zamil, A. M., & Hashem, T. N. (2023). The effect of mobile-wallet service dimensions on customer satisfaction and loyalty: An empirical study. Cogent Business & Management, 10(2), 2229544. https://doi.org/10.1080/23311975.2023.2229544
Rosli, M. S., Saleh, N. S., Md. Ali, A., & Abu Bakar, S. (2023). Factors determining the acceptance of e-wallet among Gen Z from the lens of the extended technology acceptance model. Sustainability, 15(7), 5752. https://doi.org/10.3390/su15075752
Amoroso, D. L., & Ackaradejruangsri, P. (2024). Going cashless in Japan: Using exchange benefit and cost approach to study continuance intention of mobile wallet. Technology in Society, 78, 102529. https://doi.org/10.1016/j.techsoc.2024.102529
Al-Hattami, H. M., Al-Adwan, A. S., Abdullah, A. A. H., & Al-Hakimi, M. A. (2023). Determinants of customer loyalty toward mobile wallet services in post-COVID-19: The moderating role of trust. Human Behavior and Emerging Technologies, 2023(1), Article 9984246. https://doi.org/10.1155/2023/9984246
Bhattacharya, S., & Bera, S. (2024). Examining consumers' m-wallet service brand choice decisions at the post-adoption stage: An empirical investigation. Journal of Financial Services Marketing, 29(4), 1414–1431. https://doi.org/10.1057/s41264-024-00272-w
Li, T., Sun, J., & Fei, L. (2025). Application of multiple-criteria decision-making technology in emergency decision-making: Uncertainty, heterogeneity, dynamicity, and interaction. Mathematics, 13(5), 731. https://doi.org/10.3390/math13050731
Saaty, T. L. (2008). Decision making with the analytic hierarchy process. International Journal of Services Sciences, 1(1), 83–98. https://doi.org/10.1504/IJSSCI.2008.017590
Frish, S., Talmor, I., Hadar, O., Shoshany, M., & Shapira, A. (2025). Enhancing consistency of AHP-based expert judgements: A new approach and its implementation in an interactive tool. MethodsX, 14, 103341. https://doi.org/10.1016/j.mex.2025.103341
Ekici, Ü., Akay, M. E., & Moslem, S. (2026). Determination of logistics center locations in Türkiye using AHP-based TOPSIS methods. Transportation Research Interdisciplinary Perspectives, 37, 101967. https://doi.org/10.1016/j.trip.2026.101967
Irune, G. P., Izaskun, A. A., Leire, M. A., & Maider, E. I. (2026). The role of marketing analytics in shaping market orientation: A bibliometric review of emerging trends. Future Business Journal, 12(1), 47. https://doi.org/10.1186/s43093-026-00750-8
Lindqvist, A. M. (2026). Customer retention in digital banking: The role of mobile app experience and personalization. American Impact Review, 1(3), e2026023. https://doi.org/10.66308/air.e2026023
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12–26. https://doi.org/10.1016/j.indmarman.2024.02.002
Ramasundaram, A., Pandey, N., Shukla, Y., Alavi, S., & Wirtz, J. (2023). Fluidity and the customer experience in digital platform ecosystems. International Journal of Information Management, 69, 102599. https://doi.org/10.1016/j.ijinfomgt.2022.102599
Huang, D., Markovitch, D. G., & Stough, R. A. (2024). Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust. Journal of Retailing and Consumer Services, 76, 103600. https://doi.org/10.1016/j.jretconser.2023.103600
Söderlund, M., & Andersson, M. M. (2026). The selling-oriented versus customer-oriented retail chatbot and effects on customer satisfaction. Journal of Retailing and Consumer Services, 92, 104805. https://doi.org/10.1016/j.jretconser.2026.104805
Iman, N., Nugroho, S. S., Junarsin, E., & Pelawi, R. Y. (2023). Is technology truly improving the customer experience? Analysing the intention to use open banking in Indonesia. International Journal of Bank Marketing, 41(7), 1521–1549. https://doi.org/10.1108/IJBM-09-2022-0427
Rahman, S. U., Nguyen-Viet, B., Nguyen, Y. T. H., & Kamran, S. (2024). Promoting fintech: Driving developing country consumers' mobile wallet use through gamification and trust. International Journal of Bank Marketing, 42(5), 841–869. https://doi.org/10.1108/IJBM-01-2023-0033
All site content, except where otherwise noted, is licensed under the 