Sustainability-Driven Digital Transformation and Customer Experience in Emerging Markets: The Interplay of Business Model Innovation and Value Co-Creation
Investigates digital capabilities on customer experience in emerging markets, highlighting innovative and co-creative impacts.
Key Points
The research aims to explore how digital capabilities enhance customer experience through sustainability-focused business model innovation and value co-creation.
Cross-sectional survey of 360 managers in banking, telecom, healthcare, and hospitality sectors in Pakistan
Analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM)
Examination of dual-mediation model involving digital supply chain integration and customer engagement capabilities
Customer experience is significantly enhanced by sustainable business model innovation through digital supply chain integration
Digital customer engagement capabilities enhance customer experience outcomes via customer value co-creation
Co-creation mechanisms have the largest impact on improving customer experience