Naslov
Complexity of Creating Customer Experience under the Influence of Digital Transformation

Autori
Gregurec, Iva ; Tomašek, Lucija ; Hrustek, Larisa

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research (Selected Papers) / Bevanda, Vuk - Beograd : Udruženje ekonomista i menadžera Balkana (UDEKOM), 2022, 111-119

ISBN
978-86-80194-53-0

Skup
7th International Scientific-Business Conference Leadership, Innovation, Management and Economics: Integrated Politics of Research (LIMEN 2021)

Mjesto i datum
Graz, Austrija, 16.12.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Customer experience ; Customer loyalty ; Customer journey ; Digital technologies ; Digital transformation

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA