TY - GEN
T1 - 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
AU - Böttcher, Timo Phillip
AU - Kersten, Tanja
AU - Weking, Jörg
AU - Hein, Andreas
AU - Krcmar, Helmut
N1 - Publisher Copyright:
© 2023 IEEE Computer Society. All rights reserved.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
KW - QCA
KW - customer experience
KW - digital transformation
KW - retail
UR - http://www.scopus.com/inward/record.url?scp=85152130827&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85152130827
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 4294
EP - 4303
BT - Proceedings of the 56th Annual Hawaii International Conference on System Sciences, HICSS 2023
A2 - Bui, Tung X.
PB - IEEE Computer Society
T2 - 56th Annual Hawaii International Conference on System Sciences, HICSS 2023
Y2 - 3 January 2023 through 6 January 2023
ER -