A conceptual framework for digital customer experience in online retail industry

Abstract

With the advent of digital technology, retailers can enhance the customer’s experience by transitioning from traditional Customer Experience to Digital Customer Experience (DCx). Experiences are seen as differentiators that companies leverage on today. Customer expectations have since risen in the age of digital transformation and omnichannel platforms, leading to consumers demanding an enhanced DCx from online retailers. This shift challenges businesses to bring customer data together and then derive value from it as it becomes more complex and richer. This empirical study used a survey design and a quantitative research method to investigate factors affecting DCx in a city within a developing country.