Chapter 8: Digital Customer Experience: An Emerging Theme in Customer Service Excellence

The purpose of this chapter is to examine how essential dimensions of digital customer experience (DCE) drive business performance. An empirical study is conducted to investigate the relationship between seven DCE dimensions and business performance. The conceptual model is operationalised by a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey of 756 companies in Denmark forms the empirical basis for the study.

The findings provide evidence that the seven DCE dimensions influence business performance. All seven DCE dimensions are essential in producing total customer experience, market performance, and financial performance. The study is limited to the seven identified DCE dimensions in Danish companies.

The study has clear implications in terms of identifying and measuring the importance of the essential DCE dimensions which influence business performance. Interesting differences appear between the seven indexes for the DCE dimensions. The results can help companies to understand DCE and develop DCE strategies, and this paper provides insight into DCE and how DCE works.