Iva Gregurec – University of Zagreb, Faculty of Organization and Informatics, Pavlinska 2 Varaždin, Croatia
Lucija Tomašek – Ministry of Physical Planning, Construction and State Assets, Republike Austrije 20 Zagreb, Croatia
Larisa Hrustek – University of Zagreb, Faculty of Organization and informatics, Pavlinska 2 Varaždin, Croatia
7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021
In a digital context, the customer experience represents a complex field of competition for companies in the process of retaining loyal and attracting new customers. The digital transformation paradigm, in the technological and business aspect, should create value for the customer and increase the customer experience easier. However, challenges such as dynamic market changes and disruptions leading to increasingly complex customer requirements, make customer journey management a critical field for companies. This paper presents a preliminary review and provides insight into the problems of building loyalty and increasing customer experience under the influence of digital technologies. The recognized problems, according to secondary data, indicates that the potential of customer experience management with the help of digital technologies was not achieved. In this paper, recommendations for the elimination of mentioned problems were defined and how usage of digital technologies can contribute to building loyalty through analysis, monitoring, and support of customer journey.
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
Abuhasan, F., & Moreb, M. (2021). The Impact of the Digital Transformation on Customer Experience in Palestine Banks (p. 48). https://doi.org/10.1109/ICIT52682.2021.9491744
Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2020). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252–1273. Scopus. https://doi.org/10.1108/JEIM-02-2020-0084
Castagna, F., Centobelli, P., Cerchione, R., Esposito, E., Oropallo, E., & Passaro, R. (2020). Customer Knowledge Management in SMEs Facing Digital Transformation. Sustainability, 12(9), 3899. https://doi.org/10.3390/su12093899
Cay, D., Goker, N., & Dursun, M. (2019). Modelling R&D Strategy to Fulfil Customer Demands through Digital Transformation. 16, 7.
Fernández-Rovira, C., Álvarez Valdés, J., Molleví, G., & Nicolas-Sans, R. (2021). The digital transformation of business. Towards the datafication of the relationship with customers. Technological Forecasting and Social Change, 162, 120339. https://doi.org/10.1016/j.techfore.2020.120339
Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020). Customer relationship management: Digital transformation and sustainable business model innovation. Economic Research-Ekonomska Istraživanja, 33(1), 2733–2750. https://doi.org /10.1080/1331677X.2019.1676283
Koilada, D. K. (2019). Value-Based Digital Transformation: Innovating Customer Experiences. 2019 IEEE Technology & Engineering Management Conference (TEMSCON), 1–5. https://doi.org/10.1109/TEMSCON.2019.8813559
Lalic, B., Majstorovic, V., Marjanovic, U., von Cieminski, G., & Romero, D. (Eds.). (2020). Advances in Production Management Systems. Towards Smart and Digital Manufacturing: IFIP WG 5.7 International Conference, APMS 2020, Novi Sad, Serbia, August 30 – September 3, 2020, Proceedings, Part II (Vol. 592). Springer International Publishing. https:// doi.org/10.1007/978-3-030-57997-5
Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656. https://doi.org/10.1016/j.jbusres.2020.10.033
Nah, F. F.-H., & Siau, K. (Eds.). (2021). HCI in Business, Government and Organizations: 8th International Conference, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021, Virtual Event, July 24–29, 2021, Proceedings (Vol. 12783). Springer International Publishing. https://doi.org/10.1007/978-3-030-77750-0
Nayak, B., Bhattacharyya, S. S., & Krishnamoorthy, B. (2019). Application of digital technologies in health insurance for social good of bottom of pyramid customers in India. International Journal of Sociology and Social Policy, 39(9/10), 752–772. https://doi.org/10.1108/ IJSSP-05-2019-0095
Nguyen, N. X., Nguyen, D. T., Suseno, Y., & Bui Quang, T. (2020). The flipped side of customer perceived value and digital technology in B2B professional service context. Journal of Strategic Marketing, 1–21. https://doi.org/10.1080/0965254X.2020.1755350
Nöjd, S., Trischler, J. W., Otterbring, T., Andersson, P. K., & Wästlund, E. (2020). Bridging the valuescape with digital technology: A mixed methods study on customers’ value creation process in the physical retail space. Journal of Retailing and Consumer Services, 56, 102161. https://doi.org/10.1016/j.jretconser.2020.102161
Nurcan, S., Reinhartz-Berger, I., Soffer, P., & Zdravkovic, J. (Eds.). (2020). Enterprise, Business-Process and Information Systems Modeling: 21st International Conference, BPMDS 2020, 25th International Conference, EMMSAD 2020, Held at CAiSE 2020, Grenoble, France, June 8–9, 2020, Proceedings (Vol. 387). Springer International Publishing. https:// doi.org/10.1007/978-3-030-49418-6
Prabowo, H., Furinto, A., & Hamsal, M. (2021). THE INFLUENCE OF DIGITAL TECHNOLOGY, CUSTOMER EXPERIENCE, AND CUSTOMER ENGAGEMENT ON E-COMMERCE CUSTOMER LOYALTY. . . Vol., 5, 13.
Rados, I., Hajnic, M., & Rados, I. (2020). Digital transformation of monitoring customer behaviour in the cars sales. 2020 43rd International Convention on Information, Communication and Electronic Technology (MIPRO), 1441–1445. https://doi.org/10.23919/MIPRO48935.2020.9245306
Silhavy, R., Silhavy, P., & Prokopova, Z. (Eds.). (2019). Computational Statistics and Mathematical Modeling Methods in Intelligent Systems: Proceedings of 3rd Computational Methods in Systems and Software 2019, Vol. 2 (Vol. 1047). Springer International Publishing. https://doi.org/10.1007/978-3-030-31362-3
University of Oulu, Information Processing Science, Oulu, Finland, Persson, M., Grundstrom, C., University of Oulu, Information Processing Science, Oulu, Finland, Giunti, G., & University of Oulu, Information Processing Science, Oulu, Finland. (2019). Customer Attitudes Towards Participation and Health Data Sharing in the Digital Transformation of Finnish Insurance. Humanizing Technology for a Sustainable Society, 821–838. https:// doi.org/10.18690/978-961-286-280-0.43