The Interdependencies between Customer Journey, Business Model, and Technology in Creating Digital Customer Experiences -A Configurational Analysis at the Example of Brick-and-Mortar Retail
Type
conference paper
Date Issued
2023
Author(s)
Abstract
As brick-and-mortar retail increasingly disappears while online retail flourishes, the customer experience (CX) becomes a critical source of competitive advantage. Customers expect the same information, personalization, and availability in a brick-and-mortar store as they do online. While digital technology enables such CXs and enhances the advantage of the physical experience, brick-and-mortar retailers struggle with the complexity of these digital transformations. We analyze 38 cases of retailers implementing digital transformations to create digital CXs by conducting a qualitative comparative analysis. In eight expert interviews, we refine our understanding of CX in retail and discuss the validity and generalizability of the three resulting configurations: value chain innovation, seamless purchase experience, and personal experience. They provide actionable pathways to digital CX representing individual transformation initiatives. Since the configurations overlap strongly, we discuss the necessity to combine the three configurations to implement digital CX across all phases of the customer journey and business model.
Language
English (United States)
Keywords
customer experience
digital transformation
retail
QCA
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Hawaii International Conference on System Sciences
Event Location
Hawaii, US
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
Name
Boettcher et al._2023 HICSS_2.pdf
Size
567.54 KB
Format
Adobe PDF
Checksum (MD5)
d214a4e6ade419c46a39e7c39c212d73