Publication Details
Abstract
The current paper is intended to examine the relationship between the digital transformation and customer’s satisfaction within the multiservice companies’ framework. With the changing expectations of consumers, with the services industries being under increasing pressure to provide more personalized, efficient and technology-driven experiences, the digital transformation rises as a strategic enabler. Based on the review of recent literature, the current study explores how different elements of the digital transformation (ranging from automation, artificial intelligence, digital customer interfaces, and data-driven decision-making) influence the customer journey and satisfaction results. Analysis also points the difficulties for companies to be customer-centric while aligning with the digital initiative in highly competitive and dynamic service setting. Further, this paper highlights the significance of readiness of an organization, and digital capability as vital success factors to achieve realizations of customer satisfaction improvements. By building upon the existing findings, the present study enhances the knowledge of digital strategy in the context of service sectors and adds managerial insights while providing scope for more research on addressing the service quality and customer loyalty through digital innovation.