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題名 利用數位轉型重塑顧客體驗
How Can Business Reinvent Customer Experience Through Digital Transformation
作者 林宇
Lin, Yu
貢獻者 尚孝純
Shang, Shari
林宇
Lin, Yu
關鍵詞 數位轉型
消費者體驗
顧客旅程
質性研究
技術組織環境架構
Digital Transformation
Customer Experience
Customer Journey
Qualitative Methodology
TOE framework
日期 2022
上傳時間 6-Jul-2023 15:08:59 (UTC+8)
摘要 隨著數位科技的進步與廣泛使用，數位轉型在近年來逐漸成為學術界與許多實務產業中的熱門話題，然而大多數關於數位轉型的研究通常是針對企業內部的策略規劃、組織轉型與技術應用的角度進行分析，少有研究針對企業如何透過數位轉型重塑顧客體驗進行探討。為了深入此議題，本研究透過多個案例深入分析企業如何透過數位轉型的設計重塑顧客體驗，並利用數位轉型在不同的顧客旅程階段中重塑消費者體驗。
本研究透過質性研究從產業和企業的角度分析數位轉型對顧客體驗所帶來的變革，並與該產業的傳統方式做比較，並對三個個案跨個案使用TOE架構分析。透過分析結果可以了解不同產業、不同產品類型的企業如何通過數位轉型設計與重塑顧客體驗，期望能為預計進行數位轉型以增進顧客體驗的企業提供洞見與更多方向。
In recent years, the advancement and increasingly widespread use of digital technology has made digital transformation a popular topic in both academic and practical fields. However, most related studies focus on enterprises’ internal strategy planning, organizational restructuring, and technology deployment, rarely examining how enterprises reinvent the customer experience through digital transformation. In order to gain insight into this issue, this study draws on multiple case studies to analyze how companies design their digital transformation to reinvent the customer experience and use digital transformation to reinvent the consumer experience at different stages of the customer journey.
Through qualitative methodology, this study analyzes the effects of digital transformation on the customer experience from the industry and corporate perspectives, comparing them to the effects of the traditional industry approach. We use the TOE framework to conduct cross-case analysis. Through the analysis, we can understand how companies in different industries and with different types of products use digital transformations to design and reshape the customer experience through digital transformation. We expect our findings will provide insights and guidance for companies aiming to conduct digital transformation to improve the experiences of their customers.
參考文獻 Andriole, S. J. (2017). Five myths about digital transformation. MIT sloan management review, 58(3).
Barile, S., Ciasullo, M. V., Troisi, O., & Sarno, D. (2017). The role of technology and institutions in tourism service ecosystems: Findings from a case study. The TQM Journal.
Beckers, S. F., Van Doorn, J., & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46(3), 366-383.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. v. (2013). Digital business strategy: toward a next generation of insights. MIS quarterly, 471-482.
Bolton, R. N., Gustafsson, A., McColl-Kennedy, J., Sirianni, N. J., & David, K. T. (2014). Small details that make big differences: A radical approach to consumption experience as a firm`s differentiating strategy. Journal of Service Management.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
Chanias, S. (2017). Mastering digital transformation: the path of a financial services provider towards a digital transformation strategy. European Conference on Information Systems.
Cramer, J., & Krueger, A. B. (2016). Disruptive change in the taxi business: The case of Uber. American Economic Review, 106(5), 177-182.
Dremel, C., Wulf, J., Herterich, M. M., Waizmann, J.-C., & Brenner, W. (2017). How AUDI AG established big data analytics in its digital transformation. MIS Quarterly Executive, 16(2).
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice.
Fischer, M., Imgrund, F., Janiesch, C., & Winkelmann, A. (2020). Strategy archetypes for digital transformation: Defining meta objectives using business process management. Information & Management, 57(5), 103262.
Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing digital technology: A new strategic imperative. MIT sloan management review, 55(2), 1.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560.
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: it`s more than just about price. Journal of Interactive Marketing, 38, 29-43.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. MCIS,
Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2).
Hienerth, C., Keinz, P., & Lettl, C. (2011). Exploring the nature and implementation process of user-centric business models. Long Range Planning, 44(5-6), 344-374.
Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178-1204.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14(1-25).
Kannan, P. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Karimi, J., & Walter, Z. (2015). The role of dynamic capabilities in responding to digital disruption: A factor-based study of the newspaper industry. Journal of Management Information Systems, 32(1), 39-81.
Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews, 20(2), 433-456.
Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of marketing research, 53(4), 497-514.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 80(6), 146-172.
Lee, M.-x., Lee, Y.-c., & Chou, C. (2017). Essential implications of the digital transformation in industry 4.0.
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N., & Ahlemann, F. (2017). Digitalization: opportunity and challenge for the business and information systems engineering community. Business & information systems engineering, 59(4), 301-308.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Li, F., Nucciarelli, A., Roden, S., & Graham, G. (2016). How smart cities transform operations models: a new research agenda for operations management in the digital economy. Production Planning & Control, 27(6), 514-528.
Loebbecke, C., & Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda. The journal of strategic information systems, 24(3), 149-157.
Marino, V., & Presti, L. L. (2018). Engagement, satisfaction and customer behavior-based CRM performance: an empirical study of mobile instant messaging. Journal of Service Theory and Practice.
Martin, A. (2008). Digital Literacy and the “Digital. Digital literacies: Concepts, policies and practices, 30, 151.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & information systems engineering, 57(5), 339-343.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.
Osmundsen, K., Iden, J., & Bygstad, B. (2018). Digital Transformation: Drivers, Success Factors, and Implications. MCIS,
Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial marketing management, 67, 185-192.
Paluch, S., & Tuzovic, S. (2019). Persuaded self-tracking with wearable technology: carrot or stick? Journal of Services Marketing.
Parviainen, P., Tihinen, M., Kääriäinen, J., & Teppola, S. (2017). Tackling the digitalization challenge: how to benefit from digitalization in practice. International journal of information systems and project management, 5(1), 63-77.
Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315.
Reis, J., Amorim, M., Melão, N., & Matos, P. (2018). Digital transformation: a literature review and guidelines for future research. World conference on information systems and technologies,
Sebastian, I., Ross, J., Beath, C., Mocker, M., Moloney, K., & Fonstad, N. (2017). How big old companies navigate digital transformation.
Shavitt, S., & Barnes, A. J. (2020). Culture and the consumer journey. Journal of Retailing, 96(1), 40-54.
Singh, A., & Hess, T. (2017). How chief digital officers promote the digital transformation of their companies. MIS Quarterly Executive, 16(1).
Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch point elements. Journal of Retailing and Consumer Services, 30, 8-19.
Sultan, A. J. (2018). Orchestrating service brand touchpoints and the effects on relational outcomes. Journal of Services Marketing.
Svahn, F., Mathiassen, L., & Lindgren, R. (2017). Embracing digital innovation in incumbent firms: How Volvo cars managed competing concerns. MIS Q., 41(1), 239-253.
Tabrizi, B., Lam, E., Girard, K., & Irvin, V. (2019). Digital transformation is not about technology. Harvard business review, 13(March), 1-6.
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描述 碩士
國立政治大學
資訊管理學系
109356038
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356038
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Sharien_US
dc.contributor.author (Authors) 林宇zh_TW
dc.contributor.author (Authors) Lin, Yuen_US
dc.creator (作者) 林宇zh_TW
dc.creator (作者) Lin, Yuen_US
dc.date (日期) 2022en_US
dc.date.accessioned 6-Jul-2023 15:08:59 (UTC+8)-
dc.date.available 6-Jul-2023 15:08:59 (UTC+8)-
dc.date.issued (上傳時間) 6-Jul-2023 15:08:59 (UTC+8)-
dc.identifier (Other Identifiers) G0109356038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145682-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 109356038zh_TW
dc.description.abstract (摘要) 隨著數位科技的進步與廣泛使用，數位轉型在近年來逐漸成為學術界與許多實務產業中的熱門話題，然而大多數關於數位轉型的研究通常是針對企業內部的策略規劃、組織轉型與技術應用的角度進行分析，少有研究針對企業如何透過數位轉型重塑顧客體驗進行探討。為了深入此議題，本研究透過多個案例深入分析企業如何透過數位轉型的設計重塑顧客體驗，並利用數位轉型在不同的顧客旅程階段中重塑消費者體驗。
本研究透過質性研究從產業和企業的角度分析數位轉型對顧客體驗所帶來的變革，並與該產業的傳統方式做比較，並對三個個案跨個案使用TOE架構分析。透過分析結果可以了解不同產業、不同產品類型的企業如何通過數位轉型設計與重塑顧客體驗，期望能為預計進行數位轉型以增進顧客體驗的企業提供洞見與更多方向。		zh_TW
dc.description.abstract (摘要) In recent years, the advancement and increasingly widespread use of digital technology has made digital transformation a popular topic in both academic and practical fields. However, most related studies focus on enterprises’ internal strategy planning, organizational restructuring, and technology deployment, rarely examining how enterprises reinvent the customer experience through digital transformation. In order to gain insight into this issue, this study draws on multiple case studies to analyze how companies design their digital transformation to reinvent the customer experience and use digital transformation to reinvent the consumer experience at different stages of the customer journey.
Through qualitative methodology, this study analyzes the effects of digital transformation on the customer experience from the industry and corporate perspectives, comparing them to the effects of the traditional industry approach. We use the TOE framework to conduct cross-case analysis. Through the analysis, we can understand how companies in different industries and with different types of products use digital transformations to design and reshape the customer experience through digital transformation. We expect our findings will provide insights and guidance for companies aiming to conduct digital transformation to improve the experiences of their customers.		en_US
dc.description.tableofcontents 摘要 2
Abstract 3
Chapter 1 Introduction 4
1.1 Research Background 4
1.2 Motivation 5
1.3 Research Objective 6
Chapter 2 Literature Review 7
2.1 Digital Transformation 7
2.1.1 Definition of Digital Transformation 7
2.1.2 Stages of Digital Transformation 7
2.1.3 Drivers of Digital Transformation 8
2.1.4 Key Impact of Digital Transformation 9
2.1.5 Challenges of Digital Transformation 10
2.2 Customer Experience 11
2.2.1 Definition of Customer Experience 11
2.2.2 Customer Journey 11
2.3 Customer Engagement 13
Chapter 3 Research Design 15
3.1 Research Method and Process 15
3.2 Case Selection 16
3.3 Data Analysis 16
Chapter 4 Research Result 17
4.1 Case 1: Company B 17
4.1.1 Case Introduction 17
4.1.2 Ways to Reinvent Customer Experience Through Digital Transformation 19
4.1.3 Case Summary 23
4.2 Case 2: Company N 25
4.2.1 Case Introduction 25
4.2.2 Ways to Reinvent Customer Experience Through Digital Transformation 27
4.2.3 Case Summary 32
4.3 Case 2: Company D 33
4.3.1 Case Introduction 33
4.3.2 Ways to Reinvent Customer Experience Through Digital Transformation 36
4.3.3 Case Summary 40
4.4 Cross-case Analysis 41
Chapter 5 Conclusion 44
5.1 Research Summary 44
5.2 Contribution 44
5.3 Limitation and Future Research 45
Reference 46		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356038en_US
dc.subject (關鍵詞) 數位轉型zh_TW
dc.subject (關鍵詞) 消費者體驗zh_TW
dc.subject (關鍵詞) 顧客旅程zh_TW
dc.subject (關鍵詞) 質性研究zh_TW
dc.subject (關鍵詞) 技術組織環境架構zh_TW
dc.subject (關鍵詞) Digital Transformationen_US
dc.subject (關鍵詞) Customer Experienceen_US
dc.subject (關鍵詞) Customer Journeyen_US
dc.subject (關鍵詞) Qualitative Methodologyen_US
dc.subject (關鍵詞) TOE frameworken_US
dc.title (題名) 利用數位轉型重塑顧客體驗zh_TW
dc.title (題名) How Can Business Reinvent Customer Experience Through Digital Transformationen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Andriole, S. J. (2017). Five myths about digital transformation. MIT sloan management review, 58(3).
Barile, S., Ciasullo, M. V., Troisi, O., & Sarno, D. (2017). The role of technology and institutions in tourism service ecosystems: Findings from a case study. The TQM Journal.
Beckers, S. F., Van Doorn, J., & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46(3), 366-383.
Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. v. (2013). Digital business strategy: toward a next generation of insights. MIS quarterly, 471-482.
Bolton, R. N., Gustafsson, A., McColl-Kennedy, J., Sirianni, N. J., & David, K. T. (2014). Small details that make big differences: A radical approach to consumption experience as a firm`s differentiating strategy. Journal of Service Management.
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
Chanias, S. (2017). Mastering digital transformation: the path of a financial services provider towards a digital transformation strategy. European Conference on Information Systems.
Cramer, J., & Krueger, A. B. (2016). Disruptive change in the taxi business: The case of Uber. American Economic Review, 106(5), 177-182.
Dremel, C., Wulf, J., Herterich, M. M., Waizmann, J.-C., & Brenner, W. (2017). How AUDI AG established big data analytics in its digital transformation. MIS Quarterly Executive, 16(2).
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
Følstad, A., & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice.
Fischer, M., Imgrund, F., Janiesch, C., & Winkelmann, A. (2020). Strategy archetypes for digital transformation: Defining meta objectives using business process management. Information & Management, 57(5), 103262.
Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2014). Embracing digital technology: A new strategic imperative. MIT sloan management review, 55(2), 1.
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560.
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The showrooming phenomenon: it`s more than just about price. Journal of Interactive Marketing, 38, 29-43.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
Henriette, E., Feki, M., & Boughzala, I. (2016). Digital Transformation Challenges. MCIS,
Hess, T., Matt, C., Benlian, A., & Wiesböck, F. (2016). Options for formulating a digital transformation strategy. MIS Quarterly Executive, 15(2).
Hienerth, C., Keinz, P., & Lettl, C. (2011). Exploring the nature and implementation process of user-centric business models. Long Range Planning, 44(5-6), 344-374.
Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178-1204.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice.
Kane, G. C., Palmer, D., Phillips, A. N., Kiron, D., & Buckley, N. (2015). Strategy, not technology, drives digital transformation. MIT Sloan Management Review and Deloitte University Press, 14(1-25).
Kannan, P. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Karimi, J., & Walter, Z. (2015). The role of dynamic capabilities in responding to digital disruption: A factor-based study of the newspaper industry. Journal of Management Information Systems, 32(1), 39-81.
Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2018). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews, 20(2), 433-456.
Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of marketing research, 53(4), 497-514.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 80(6), 146-172.
Lee, M.-x., Lee, Y.-c., & Chou, C. (2017). Essential implications of the digital transformation in industry 4.0.
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N., & Ahlemann, F. (2017). Digitalization: opportunity and challenge for the business and information systems engineering community. Business & information systems engineering, 59(4), 301-308.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Li, F., Nucciarelli, A., Roden, S., & Graham, G. (2016). How smart cities transform operations models: a new research agenda for operations management in the digital economy. Production Planning & Control, 27(6), 514-528.
Loebbecke, C., & Picot, A. (2015). Reflections on societal and business model transformation arising from digitization and big data analytics: A research agenda. The journal of strategic information systems, 24(3), 149-157.
Marino, V., & Presti, L. L. (2018). Engagement, satisfaction and customer behavior-based CRM performance: an empirical study of mobile instant messaging. Journal of Service Theory and Practice.
Martin, A. (2008). Digital Literacy and the “Digital. Digital literacies: Concepts, policies and practices, 30, 151.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & information systems engineering, 57(5), 339-343.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.
Osmundsen, K., Iden, J., & Bygstad, B. (2018). Digital Transformation: Drivers, Success Factors, and Implications. MCIS,
Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial marketing management, 67, 185-192.
Paluch, S., & Tuzovic, S. (2019). Persuaded self-tracking with wearable technology: carrot or stick? Journal of Services Marketing.
Parviainen, P., Tihinen, M., Kääriäinen, J., & Teppola, S. (2017). Tackling the digitalization challenge: how to benefit from digitalization in practice. International journal of information systems and project management, 5(1), 63-77.
Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315.
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